Media Influence 

February 27, 2023

The content of media has a direct influence on its viewers. For example, a violent movie such as The Shining can lead to different behaviors from the audience. The theory that supports this is the Cultivation Theory. This theory attempts to predict that the media influences the values and beliefs that people have and the things they believe to be reality. In the Shining, there are many instances of violence such as when Johnny axes the door down, blood pouring from an elevator, and dead bodies in a corner. Seeing this kind of media portrayed can make the viewers desensitized to violence and make it more normalized. Many are drawn to horror movies because of the suspense and tension and are subjected to the gore and brutality in the films. Another theory that explains why audiences react the way they do to media is the Hypodermic Syringe Theory. This is one of the simplest models used to explain the influence of media. This states that the media has a direct influence on the audience and it “injects” its beliefs and values directly into the viewers or readers. According to the theory, if someone watches a violent movie, it may make them behave violently or accept violent behavior. Some texts, such as Child’s Play, Marilyn Manson, and Natural Born Killers, have been blamed for specific events. The Hypodermic Syringe Theory is largely discredited because it makes simplified judgements about the audience. This theory is also often used as a method of scapegoating and some texts get blamed more often than others.