Audience Theory - The Effects Model

The Effects Model explores the general consumption of mass media to the public and how this media effects them and their subsequent behaviour. This model explains how the audience are completely 'passive' and 'powerless' to the message that they are being presented with, normally considered to have more negative effects rather than positive. The audience doesn't have any power in controlling the effect that the text has on them, instead the power lies within the message of the text. The effect is also known as 'The Hypodermic Model', as it is like the audience are being injected with powerful dominant messages and the audience cannot disagree with the message and can only accept it.

The Effects model can be seen in our video in some way, an example that I can think of is how if our music video received millions of views, there are a few props in our video than could be seen as being 'product placement', such as an iPhone or games console. These could sublimely influence an individual to want these products just because they saw someone popular using it. This could be a type of an effects model in a slight way.