Read Item N below and answer the question that follows - AQA - A-Level Sociology - Question 21 - 2017 - Paper 2

The hypodermic syringe model, as described in Item N, suggests that media messages exert a powerful influence on audiences, leading to immediate effects. This model posits that audiences are passive receivers who absorb media content without critical engagement. For instance, exposure to media violence is claimed to lead to real-life violence, reflecting this model's perspective.

However, numerous scholars argue against this deterministic view, claiming that audiences are not merely passive recipients but active participants in the media consumption process. Critics suggest that audiences can interpret media messages in diverse ways based on their personal experiences and social contexts.

From a pluralist perspective, media operate within a democratic society where various interest groups strive to reflect their views through content. This implies that the media may not just directly influence audiences but also cater to their needs and interests, thus indicating a more complex relationship between media and audiences.

It's essential to apply relevant theories and perspectives, such as the uses and gratifications theory, which supports the idea that individuals have specific needs that they seek to satisfy through media consumption. This theory contends that audiences actively choose and utilize media based on their motivations, further diminishing the idea of direct effects.

In conclusion, while the hypodermic syringe model emphasizes immediate effects, a more nuanced view acknowledges the active role of audiences in interacting with media and the influences of various sociocultural factors.