Because of the inconclusive nature of Violence, a number of models have been developed to explain the relationships between the Media and its audience. A common model is the hyperdermic syringe model. According to this model, the Media had the power to change attitudes and behaviour for the pro-social as well as the anti-social influence. Empirical research has soon revealed the shortcomings of the hyperdermic syringe model and it was recognised that the effectiveness of the Media in getting its message across depended on the personal influence affecting the perceptions of audience members. An alternative of this was the development of the two-step flow which was produced by Katz and Lazarfelo. They believe the way the Media is interpreted by audiences is usually involved by a process of negotiation with other members of the audience. They believed instead of passively absorbing Media output, a discussion is held between family members, friends and even strangers about the programmes seen on T.V. In this model, opinion leaders emerge to help interpret the message we are being sent. They believed the stimulus relat ionship between Media and audiences was replaced by the complexity of human meaning and personal relationships. Finally the third alternative model, which rejected both the hyperdermic syringe model and the two-step, flow model, was the long-term effect model. This model suggests that Media may influence us in many ways that are hard to measure and have long term effects on our attitudes, creating new ideas or reinforcing our original ones rather than changing opinions we already have.
Cumberbatch carried out a study where he analysed all programmes broadcasted on all four channels, in four separate weeks between May and September 1986. The primary unit for counting was the violent act; he quoted a coherent uninterrupted sequence of actions involving the same agents in the same role. Cumberbatch found that 30% of programmes contained some Violence. The overall frequency was 1.14 violent acts per programme, 1.68 acts per hour, where each act lasted approximately 25 seconds and so therefore occupying just over 1% of T.V time. However he claimed that if boxing and wrestling were excluded, the average duration would be 13 seconds and if verbal threats were to be included than the average frequency would rise to 1.96 acts per hour. He found that most Violence was shown in spy, fantasy, war detective, crime and thriller programmes, and less Violence on quiz shows and chat shows plus non-contact sports. However he claimed that injuries from violent acts were rare. 26% of occasions, Violence resulted in death but 61% no injuries were shown as the victims simply showed pain or were shocked.
While about 75% of people believe that there is more Violence now on Television then there was about 10 years ago, Cumberbatch believes most people are mistaken. Violence and concerns about Violence have clearly increased in society in the last decade but have not been reflected by a proportional increase on Television. Much of the concern is focused upon children. Cumberbatch found that while Violence was more likely to be shown after 9pm, Violence in childrens T.V was rare, with the main exception being cartoon. However, until recently much of the public controversy over the harmful effects of T.V on children has focused on the popular cartoon such as Tom and Jerry. Realism is an important factor, which appears to be an important element in viewers perception of Violence. For example, real life incidents in news and documentaries are generally rated as more violent then Violence portrayed in fictional settings.
The recent studies have shown that when children were exposed to violent p rogrammes they showed violent behaviour. The childrens aggression in behaviour is learnt from the environment through reinforcement and the process of modelling. Modelling involves learning through the observation of other people, which may lead to imitation. Aggression may be learnt from models such as parents, peers or even Media characters through observation. For example, if a child sees the models of aggression being rewarded, this acts as indirect reinforcement for the child who will continue to imitate it. But if the child sees aggression in others who are punished, it is then less likely to be imitated.
Although over a thousand studies have been made, the link between Media Violence and violent behaviour has not yet been proven.
The article was produced by the member of masterpapers.com. Sharon White is a 5-years experienced freelance writer and a senior manager of dissertation writing services support team. Contact her to get custom term paper tips and learn how to write Term Papers.
Author:: Sharon White
Keywords:: Films,Movies,Television,TV programmes,Violence,Media,hyperdermic syringe model,Media Violence
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