10 Things Wrong with the Effects Model

Center for Media Literacy: Empowerment Through Education


Topic / Subject Area:
	Research & Theory (Media Literacy)
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10 Things Wrong with the Effects Model

By David Gauntlett

This influential article by a noted British cultural scholar succinctly critiques the research school of "media effects" that tends to dominate social science research in the US and fuels enormous media coverage about media's negative influence on children especially — e.g. watching violence on TV increases aggression and violence in real life. Gauntlett outlines ten fundamental flaws in 'effects models' studies, arguing that these models specifically support conservative ideologies, treat children as inadequate, assume superiority of the educated and elite and make no attempt to understand the many potential readings and meanings of the media. He ultimately presents a case for research methods that focus on influences and perceptions, rather than effects and behavior; praising the humanity of studies that listen to media audiences and do not condescend to those who express enjoyment of mass media culture.

Because there is so little challenge to the "media effects" argument in the popular American media, this article provides an important alternative view that should stimulate media educators to apply their own critical thinking to the conventional wisdom about media's "impact" — as well as to teach critical thinking about statistics!

Read the complete article (http://www.theory.org.uk/effects.htm)