David Gauntlett's Arguments against the effects tradition.

  David Gauntlett - University of Westminster

To assert that, say, 'media violence' will bring negative consequences is not only to presume that depictions of violence in the media will always be promoting antisocial behaviour, and that such a category exists and makes sense, as noted above, but also assumes that the medium holds a singular message which will be carried unproblematically to the audience. The effects model therefore performs the double deception of presuming (a) that the media presents a singular and clear-cut 'message', and (b) that the proponents of the effects model are in a position to identify what that message is.

http://www.theory.org.uk/david/effects.htm

Summarise David Gauntlett's 10 criticisms of the effects tradition. One or two sentences for each point, max!