THEORIESJordan Cruickshank

COPYCAT THEORY

Copycat effect refers to the tendency of sensational publicity about

violent murders or suicides to result in more of the same through

imitation.

It has been shown that people mimic crimes seen in the media,

especially in the news or violent movies. These people tend to have

poor mental health or psychological problems. Suggests effect of the

media is indirect (more affecting criminal behaviour) rather than direct

(directly affecting the number of criminals).

The game ‘Manhunt’ was banned in 2004 as it was perceived to be too

violent, this was due to one consumer imitating the actions in the game

he was playing and resulting in murdering his friend.

DESENSITISATION THEORY

Desensitisation theory is the assumption that repeated exposure to

violence in media, such as video games, makes younger viewers more

accepting of violence and more likely to commit violence in reality.

Theory argues that because people are exposed to so much violence in

the media, violence no longer makes a strong emotional impact upon

them. Most people would agree that by watching lots of violent movies, a

viewer no longer gets upset while watching violent movies.

CULTIVATION THEORY

Cultivation theory is a social theory which examined the long-term

effects of television on American audiences of all ages.

Gerbner and Stephen Mirirai 1976, overall concern about the effects of

television on audiences stemmed from the unprecedented centrality of

television in American culture. There was also concern that

programming (especially violent programmes) was effecting attitudes

and behaviours of American people. They compared the power of

television to the power of religion, saying that television was to modern

society what religion once was in earlier times.