The efftects model - is the idea that audiences are passive and soak up the media

David gauntlett

1. The effects model tackles social problems 'backwards': simplifying the causes

2. The effects model treats children as inadequate: their intelligence is underestimated

3. Assumptions within the effects model are characterised by barely-concealed conservative ideology

4. The effects model inadequately defines its own objects of study

5. The effects model is often based on artificial elements and assumptions within studies

6. The effects model is often based on studies with misapplied methodology

7. The effects model is selective in its criticisms of media depictions of violence

8. The effects model assumes superiority to the masses

9. The effects model makes no attempt to understand meanings of the media

10. The effects model is not grounded in theory'Audiences are not blank sheets of paper on which media messages can be written; members of an audience will have prior attitudes and beliefs which will determine how effective media messages are.