Active audience 1
- Created by: ecotts
- Created on: 01-04-18 15:09
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- Active Audience
- they argue that they media context doesn't lead to imitation or desensitisation so are critical of the hypodermic needle theory
- They believe that audiences aren't passive, they have a great deal of choice
- Two Step Flow Theory
- Katz and Lazarfeld
- Personal relationships and social networks are dominated by 'opinion leaders'
- opinion leaders are people with influence because other look up and listen to them
- They have strong opinions and ideas of a range of matters that are exposed to them
- opinion leaders are people with influence because other look up and listen to them
- They say the media content goes through 2 steps
- The opinion leader is exposed to the media content
- The opinion leader distributes their interpretation to which others are then influenced by
- Criticisms
- there is no grantee that the opinion leader has not been subject to an imitative or desensitising effect
- For example, a leader of a street gang might convince other members that violence is acceptable
- This is because they have been exposed to screen violence that strongly transmits the message that violence is an apportiate problem solving method
- For example, a leader of a street gang might convince other members that violence is acceptable
- Those that are socially excluded have no access to an opinion leader
- so they are at risk of being influenced by the maids rather than those who help to interpret the media content in a healthy way
- there is no grantee that the opinion leader has not been subject to an imitative or desensitising effect
- The selective Filter model
- Klapper
- For any media message to have an effect it must pass through 3 filters
- 1. Selective Exposure
- The audience much select/ choose the media content that they want to consume
- 2. Selective Perception
- The audience may view the media but decide it doesn't fit their perception of the social world, so they reject it
- a heavy smoker won't engage in media content that focus on the effects of smoking e.g lung cancer
- They usually seek media that confirm their existing attitudes
- The audience may view the media but decide it doesn't fit their perception of the social world, so they reject it
- 3. Selective Retention
- They audience then need to remember the content for it to have an effect on the individual
- 1. Selective Exposure
- It involves a degree of choice for the audience
- Gratifications model
- McQuail and Katz
- Individuals choose and use text in order to satisfy particular need
- Diversion
- We may use the media to escape from routines, to get out away from problems and to ease worries/ tensions
- Personal Relationships
- we know more about characters in soaps then our own neighbours
- The media compensate for the decline of community in our lives
- e.g socially excluded people my see soap characters as companions that they can relate to
- Personal Identity
- people may use the media to make over or modify their identity
- teenager who think they may be gay use the experiences of people on telly such as in soaps
- Social media sites also allow people to present their particular identities to the wider world
- people may use the media to make over or modify their identity
- Information
- They use the media to obtain information and news about social world in order for them to make their own judgements
- e.g when the general election takes place
- They use the media to obtain information and news about social world in order for them to make their own judgements
- Diversion
- Criticisms
- it doesn't recognise different groups may interpret the same text differently
- This means the media may gratify them in different ways
- Marxist
- they exaggerate the audiences freedom to interpret media content in the way they choose
- it doesn't recognise different groups may interpret the same text differently
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