To what extent do the media influence people’s behaviour?
For:
• The hypodermic syringe model
• The cultural effects approach which sees the media as creating a climate or culture of
thought (drip drip)
• Two-step flow model
• Moral panics
• Media and violence debate
• Imitation/copy-catting
• Role modelling
• Political attitudes and voting
• Fashion/dress codes/appearance
• Celebrity culture
• Advertising
• Propaganda
• Stereotyping
• Other reasonable response.
Against:
• Uses and gratification model
• Audience selection/active audience
• Confirming what people already believe
• Level of education
• Social class differences
• Age differences
• Gender differences
• Ethnic differences
• Other factors may be more influential, i.e. family/peers/religion
• Other reasonable response.
1–3 A few general points based on common sense rather than sociological insight.
Candidates may identify a negative or positive influence of the media and will give
common sense answers with little sociological knowledge.
4–6 Answers in this band are likely to contain sociological ideas without necessarily using
sociological language, at the lower end of the band. There will be an understanding of
the influence of the media on behaviour. At the top end of the band, there will be
sociological language and knowledge of sociological perspectives. However, answers
may be narrow in breadth or will be one-sided with little reference to alternative
factors.
7–8 Answers will be well focused on the question and will develop clear points with
relevant examples. Sociological language and concepts are to be expected. There
should be a consideration of both sides of the argument and differing perspectives.
To receive full marks, candidates should make a judgement of the extent to which the
mass media influence behaviour, with an awareness of other factors such as age
differences.