Ten Things Wrong With The Media Effects Model

I just finished reading Ten Things Wrong With The Media 'Effects' Model, by David Gauntlett. This article is a summary of what Gauntlett talked about in his book, Moving Experiences. It is about how the effects model research has taken the wrong approach to the mass media, its audiences, and society in general. He gives ten reasons why the Media effects research is flawed and doesn't work:

1. The effects model tackles social problems 'backwards'
2. The effects model treats children as inadequate
3. Assumptions within the effects model are characterised by barely-concealed conservative ideology
4. The effects model inadequately defines its own objects of study
5. The effects model is often based on artificial studies
6. The effects model is often based on studies with misapplied methodology
7. The effects model is selective in its criticisms of media depictions of violence
8. The effects model assumes superiority to the masses
9. The effects model makes no attempt to understand meanings of the media
10. The effects model is not grounded in theory