The Effects Model

The Effects Model explains the idea that the consumption of media texts has an effect or influence on the audience. It is often considered that this powerful and direct impact can shape and alter the audience's thoughts, feelings, and actions; and that they are often negative. Audience members are viewed as relatively passive recipients of media messages, which are understood to strongly influence them. The media are seen as being able to "inject" ideas, values, and behaviors into audiences. 

However, critics argue that its impact is not that negative because of the Active Audience Theory - or in this case, the Gratification Theory, which proposes that the audience takes a more active role when consuming media texts, as they actively interpret, negotiate, and resist media content rather than being "injected" by it.

To further demonstrate this concept, I've chosen a Music Video that is considered quite controversial - as it can trigger or cause shock or harm to the audience. I will be discussing the Effects Model that applied to this video, which is Eminem - Stan (Dr. Dre & Philip Atwell, 2000). The song is of the genre Hip-Hop/Rap with sub-genres Horrorcore and Spoken Word, with story-telling lyrics and free flows. The video is a literal interpretation of the story, in which it tells the story of a person named Stanley "Stan" Mitchell who claims to be Eminem's biggest fan, living with his pregnant girlfriend who he doesn't seem to be much in love with. In fact, he seems to be in love with Eminem more than with his girlfriend.

In his basement, the walls are filled with Eminem's photos and posters, there is a television playing his videos, and piles of letters sitting on Stan's desk. This could cause controversy as it directly targets the die-hard fans who are a little bit too obsessed with their idols. These fans who felt personally attacked could get upset and act more like the character Stan, which could do more harm to themselves.

Stan is then seen having a heated argument with his girlfriend while the television is showing a music show with Eminem in it. This could cause misunderstandings that fans usually act this way and treat their families like that, which could create a bad impression and stereotypes about the fans.

This setup is particularly harmful if shown to the wrong audience i.e. children. The protagonist is driving under the influence while taping his last message to Eminem into a cassette tape. The previous setup is also disturbing as it suggests that Stan has murdered or kidnapped his girlfriend, and by the time he was driving, she was tied to the backseat. This could be very triggering and harmful to children as they are not mentally ready to distinguish fiction and real life, which could lead to upsetting consequences. 

These two scenes depict a violent and tragic event, emphasizing the extreme consequences of Stan's obsession, as well as his destructive fixation on Eminem, illustrating how unhealthy obsession can lead to devastating outcomes. The scenes culminate in murder and suicide, which are sensitive topics, its portrayal in the context of a fan's obsession can be seen as glorifying self-harm, leading to controversy about its impact on vulnerable audiences.

It is certain to say that this music video is not for the vulnerable groups of the audience - i.e. children or people struggling with mental issues. Young listeners who idolize celebrities may be influenced by the extreme depiction of fandom, leading to unhealthy attachments or behaviors. Secondly, those who have experienced suicidal thoughts or self-harm may find the graphic depiction of these themes distressing and potentially harmful. Lastly, individuals struggling with obsessive behaviors or mental health conditions may find the portrayal of Stan's obsession relatable, potentially triggering or exacerbating their own feelings.

Nevertheless, despite its disturbing themes, there are still positive messages within the video. Firstly, the rapper himself has expressed that this song was made after he heard the sample of "Thank You" and immediately felt like it would be perfectly suited to a song about an obsessed fan. "When I heard "your picture on my wall," I was like "Yo, this could be about somebody who takes me too seriously." So I knew what I was going to write about before I wrote it. A lot of times when I'm writing songs, I see visions for everything I'm writing. This was one of those." Quoted from Eminem's interview with Genius in 2016. 

By portraying the tragic outcomes of Stan’s fixation, the video serves as a cautionary tale about the dangers of unhealthy obsession, encouraging viewers to maintain a balanced perspective on fandom. Moreover, the narrative encourages viewers to empathize with those who struggle with mental health and obsession, promoting a more compassionate understanding of such issues.