Read Item N below and answer the question that follows - AQA - A-Level Sociology - Question 21 - 2018 - Paper 2

The hypodermic syringe model, as highlighted in Item N, posits that media messages can exert powerful influence on audiences, effectively 'injecting' ideas and behaviors without resistance. Proponents of this view argue that exposure to explicit media content, such as violence, can lead to imitative behaviors in real life, suggesting a direct correlation between media consumption and real-world actions.

Critics of this model, however, argue that this perspective overlooks the agency of individuals in interpreting media messages. The active audience theory posits that viewers bring their own experiences, beliefs, and contexts to media consumption, allowing them to critically engage with and sometimes reject media narratives. This implies that the immediate effect of media is not universally applicable; rather, it is mediated by various social and psychological factors.

For example, factors such as the viewer's previous experiences, personality traits, and social environment can shape their responses to media content. While some individuals may experience immediate psychological impacts from violent media, others may take on a more critical stance, questioning the messages they encounter.

Moreover, the proliferation of digital media has enabled audiences to curate their media consumption actively and to respond to messages through social media platforms, further complicating the concept of a unilateral media influence.

In conclusion, while the hypodermic syringe model may apply to some audiences and contexts, it fails to account for the complexity of viewer engagement and the myriad factors that can mediate the effects of media. Thus, the view that the media have a direct and immediate effect on audiences is overly simplistic and requires a more nuanced understanding.