9699 · 10.3
The impact of the media on behaviour flashcards
Revision flashcards for Cambridge 9699 The impact of the media on behaviour (syllabus 10.3). Flip, recall, then mark a real past-paper question.
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Social Learning Theory (Bandura)
The theory that people learn behaviours, including aggression, by observing and imitating others, as demonstrated in the Bobo doll experiment.
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Moral Panic (Cohen)
An exaggerated and hostile social reaction to a group or behaviour perceived as a threat to societal values, often amplified by the media.
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Folk Devil
A person or group portrayed by the media as an outsider and a threat to the moral order of society during a moral panic (e.g., Mods and Rockers).
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Copycat Behaviour
The alleged imitation of specific criminal or deviant acts that have been reported or depicted in the media. Causality is heavily debated.
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Desensitisation
The theory that repeated exposure to media violence can reduce emotional responses, such as anxiety and empathy, to violence in real life.
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Hypodermic Syringe Model
A discredited direct effects model suggesting the media 'injects' messages into a passive audience, causing immediate, uniform behavioural changes.
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Deviancy Amplification Spiral
A process where media reporting on deviance leads to increased public awareness and police action, which in turn creates more deviance to report on, escalating the problem.
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Two-Step Flow Model
An indirect effects model where media messages are filtered by 'opinion leaders' who then influence their less-active peers, highlighting the role of social networks.
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Cultural Effects Model
A neo-Marxist model suggesting the media has a slow, cumulative ('drip-drip') effect, shaping cultural norms and reinforcing dominant ideology over the long term.
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Censorship
The suppression of speech, public communication, or other information which may be considered objectionable, harmful, or sensitive by a controlling body.
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Active vs. Passive Audience
A key debate in media studies. Direct effects models see a passive audience, while interpretivist models (e.g., Uses and Gratifications) see an active audience that interprets messages.