Cultural Effects Model
- Created by: jesskeayy
- Created on: 27-04-17 09:39
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- Cultural Effects Model
- Model sees the audience as passive to media messages
- The effect is less immediate than suggested by the hypodermic syringe model
- MARXIST model, suggests that the media is a powerful tool in transmitting capitalist ideas, norms and values
- MARXISTS argue that audiences have been exposed over a long period of time, in a 'drip drip' effect
- The IDEOLOGICAL messages reflect the values of those who own, control and produce the media
- The 'Preferred Reading'
- The media promote a particular interpretation of events
- Those lacking direct experience of the events covered in the media are likely to accept this preferred reading
- Those with direct experience of events being covered are likely to reject the preferred reading.
- Repetition of the preferred reading over a time period means that most people accept it & it becomes part of our culture
- NEWSOM
- Investigating the effects of violent TV crimes on young people
- Suggested that exposure of violent killings create a drip-drip effect amongst people rather than an immediate change
- DESENSITIZATION
- Investigating the effects of violent TV crimes on young people
- CRITICISMS
- MARXISTS underestimate the importance of state regulation
- Anti-establishment programmes are made
- Media creates programmes based on what the audience want to see , rather than ideology being fed to the audience
- PLURALISM
- Media creates programmes based on what the audience want to see , rather than ideology being fed to the audience
- POSTMODERNISM
- Media messages are POLYSEMIC and interpreted differently by everyone
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