Audience Theory - The Effects Model

The Effects Model examines the link between the consumption of mass media and people's behaviour following the consumption of these media texts. The model states that media texts have an effect or influence on the audience, which the viewers are powerless to, making them passive, these effects are mostly perceived as being a negative effect. The Effects Model is also known as "The Hypodermic Model"as it is like a syringe injecting the audience with powerful messages and the audience is powerless to resist. This model was first theorised in the 1920's and 1930's by the Frankfurt School stating that mass media is used for propaganda such as in the war.

I believe that the Effects Model can be applied to my music video in some ways, however maybe not exactly how it is outlined explicitly. For example if my music video was viewed by millions and made for a song by and influencial figure then a viewer may watch the video, see the products used by the band members and want to own the same products, such as an iPhone or Xbox.