Evaluation - Hypodermic Syringe Model

• Laboratory Experiments such as the Bobo Doll are criticised on the grounds that they don't reflect real-life situations
• Field Experiments conducted in real-life settings tend to find a weaker effect than Laboratory Experiments
• It is very difficult to measure direct effect because of the problem of isolating all other influences that can lead to particular kinds of behaviour (for example, James Bulger had a tough home life so may not be the media)
• Critics argue that the research that establishes direct effects is limited because it only measures short term effects
• Gauntlett (1995) conducted an evaluation of Direct Effect Theories
• Gauntlett conducted an evaluation of Direct Effect Theories in 1995
• Gauntlett (1995) criticises Direct Effect Theories for blaming Television for problems such as Crime while ignoring other possible causes, such as Social Inequality
• Gamson et al. (1992) conducted their evaluation on Direct Effect Theories
• Gamson et al. conducted their evaluation on Direct Effect Theories in 1992
• Gamson et al. (1992) looked into the factors involved in shaping people's views on political issues
• Gamson et al. (1992) used focus groups, and found that, while people draw on the media, they also use their own experiences & understanding, which is shaped by popular knowledge of issues
• Gamson et al. (1992) concluded that "people read messages in complicated and sometimes unpredictable ways"
• Gamson et al. (1992) argued that Direct Effect Theories do no tend to acknowledge much complexity in the process of media effects (and how people use their own experiences to change their political views and not just the media)
• Gamson et al. (1992) argued people use their own experiences to change their political views and not just the media