During the 1960s, psychologists came up with the theory that the media had a direct effect on children. The used the Bobo Doll Experiment to try and prove this.
During this experiment, children would watch a video of adults hitting a doll. They were then let into the room, to see what would happen, if they would begin to attack the doll also.
However, there were a few flaws with the experiment:
- children could pick these things up from anywhere, for example, they knew what a gun looks like, this could be picked up from watching Western films, which were very popular at the time
- the doll invites the children to play with it; they would want to push it around to see how it moves
- the child knows that it is a doll, an inanimate object, just because they would be violent to the doll, it doesn't mean that they would be violent towards a person
The cultural studies approach perspective - how the audiences read the media
This theory suggests that audiences take different texts in different ways, according to what is expressed with the text. The different readings are:
- Preferred - the audience agrees with the values, and accepts them
- Negotiated - the audience understands the point being made, however they neither agree or disagree, they just go along with what is being said
- Oppositional - the audience don't agree with the values, they are not how they see the world, it is not relevant to them
- Aberrant - the audience doesn't understand the text, they don't get it and misunderstand it
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