Saturday, September 18, 2010

Theories of Uniform Influence and Theories of Selective Influence

The Theories of Uniform Influence, also called the Magic Bullet Theory or Hypodermic Theory, states that the media has a direct and immediate influence on audiences and all audiences will react and be impacted in the same manner.
The Theory of Uniform Influence includes the Uniform Effects Theory. Payne Fund Studies researched movies' effect on children. The studies found the content of movies negatively influenced the children's attitude and behavior. The experiments were later deemed invalid because of their lack of control groups and other factors that would give the experiment validity(Ash). Some parents still have the fear of negative side effects of television on their children. Many parents believe that their children react more violently after watching television shows such as "Power Rangers".

The Theory of Uniform Influence was disproved during the election of Franklin D. Roosevelt. Researchers found that the public was unaffected by the propaganda of the election. This resulted in other uniform theories to emerge such as Theories of Selective Influences and Limited Effects Theory.

Theses theories of selective influences state that because of our unique differences, society will interpret and respond to media in different ways.
These theories also state that society also has the choice to respond or not to respond to media at all.

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