Introduction to the Media's Impact on Behaviour

We often hear people blame the media for problems in society. You might hear claims like, "Video games make children violent," or "Social media is making everyone anxious." But as a sociology student, you need to look beyond these "common sense" claims. In this chapter, we explore the complex relationship between what we see on our screens and how we actually behave in the real world.

Important Note: This chapter builds on the models of media effects (like the hypodermic syringe and uses and gratifications models) which you studied in the previous section. Here, we focus specifically on the results of those effects—actual changes in human behaviour.

1. Media Violence and Violent Behaviour

One of the biggest debates in sociology is whether watching violence leads to performing violence. There are several ways to look at this:

The Argument for Negative Impact

Some researchers believe that media violence has a direct, negative effect on behaviour through:

  • Desensitisation: This is the idea that the more violence we see in the media, the more "normal" it becomes. Eventually, we might stop seeing violence as shocking or wrong in real life.
  • Imitation (Copycat Behaviour): This suggests people, especially children, might copy the violent acts they see in movies or games.
  • Disinhibition: This occurs when the media makes violence seem justified or rewarded (like a "hero" killing "bad guys"). This may make people feel that their usual social "inhibitions" (the internal voice telling them violence is wrong) no longer apply.

The Argument Against a Direct Link

Many sociologists argue that the link is not so simple. They suggest:

  • Catharsis: Some argue that watching violence actually reduces real-world aggression. By watching a violent film or playing a game, people "get it out of their system" in a safe, fictional environment.
  • Sensitisation: Watching the painful reality of violence in a news report or a gritty drama might actually make people more aware of the consequences and less likely to be violent.
  • The "Third Variable" Problem: Sociologists point out that people who are already prone to violence might simply choose to watch more violent media. In this case, the media isn't causing the violence; it is just a symptom of the person’s existing personality or social background (like poverty or family issues).

Quick Review: Don't worry if it seems like there is no "correct" answer. In the exam, your job is to show both sides of the debate—the evidence for imitation versus the evidence for catharsis or sensitisation.

2. Impact on Crime: Deviance Amplification and Moral Panics

The media doesn't just influence individual acts of violence; it can change how a whole society behaves toward "criminals" or "outsiders."

Moral Panics

A moral panic is an intense feeling of fear in a large number of people that some person or group (known as folk devils) is a threat to social order. The media fuels this by over-reporting and exaggerating certain behaviours.

Example: If the media constantly reports on "knife crime" using scary headlines, the public may become terrified, even if the actual statistics show crime is falling.

Deviance Amplification

This is a process where the media's attempt to report on crime actually makes the crime worse. It usually follows these steps:

  1. The media identifies a group (e.g., a specific youth subculture) and labels them as a threat.
  2. The media uses sensationalism (over-the-top language) to report on them.
  3. The public becomes worried and calls for more policing.
  4. The police "crack down" on that group.
  5. The group feels picked on and reacts by becoming more defiant or criminal.
  6. The media reports this "new" crime, and the cycle continues.

Key Takeaway: In this view, the media doesn't just report on behaviour—it shapes and amplifies it by creating a "self-fulfilling prophecy."

3. Positive Impacts on Behaviour

It is easy to focus on the negatives, but the media can also have a pro-social impact (positive effects on behaviour). The syllabus requires you to consider these possibilities:

  • Educational Impact: Documentaries, news, and educational apps can increase knowledge and encourage positive behaviours, such as recycling or healthier eating.
  • Social Awareness: The media can bring attention to social injustices (like human rights abuses or poverty), leading to global social movements and charitable behaviour.
  • Identity and Connection: For marginalised groups, the media can provide a sense of belonging and community, which can boost self-esteem and lead to positive social participation.

4. Effects of Sensationalism and Stereotyping

The way the media presents information (the "framing") can change how we behave toward different social groups.

Sensationalism

Sensationalism is when the media uses shocking stories or language to get high ratings or "clicks." This can lead to distorted perceptions. If the media always portrays the world as a dangerous place (sometimes called "Mean World Syndrome"), people may behave more fearfully, stay indoors more, or support harsher laws.

Stereotyping

The media often uses "shorthand" to describe groups based on class, gender, ethnicity, and age. (Note: You can cross-reference this with Chapter 10.1 on Media Representations).
If the media constantly stereotypes a specific ethnic group as "dangerous," it can lead to real-world behaviour such as discrimination or marginalisation. For example, an employer who has seen negative stereotypes in the media might be less likely to hire someone from that group.

Summary: Tips for Success in Paper 4

When writing an essay on the impact of media on behaviour, keep these points in mind:

  • Avoid being too "one-sided": Do not just say "the media makes people violent." Use phrases like "While some perspectives, such as the direct effects model, suggest... others, such as the cultural effects model, argue..."
  • Mention the "New Media": Think about how social media and the internet change things. Is a viral video more likely to cause a moral panic than a traditional newspaper?
  • Link to Theory:
    • Marxists might argue that media sensationalism is used to distract the working class from the real problems of capitalism.
    • Pluralists would argue that the media just gives the audience what they want to see, and the audience is smart enough to choose how to behave.
    • Postmodernists might say that in a world of "media saturation," the line between media and reality has blurred so much that it's impossible to say which one is influencing the other.

Common Mistake to Avoid: Don't just list movies or video games you like. Always bring your examples back to sociological concepts like desensitisation, deviance amplification, or folk devils.