Mass Media Effect Models
8 models that suggest how the media shapes the behaviour of an audience
- Created by: Rob95
- Created on: 20-04-14 16:45
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- Mass Media Effect Models
- Hyperdermic Syringe
- The audience passively and directly accept the norms and values of the messages that the media transmit
- Link to crime e.g Grand Theft Auto
- Bandura
- Bobo doll
- Lab Experiment
- Bobo doll
- Criticisms
- Lack of (ethical) evidence.
- Too deterministic
- Could be due to role models / copy cat behaviour
- Use and Gratifications
- McQual and Lull
- Leisure, relaxation, entertain, escape.
- Background wallpaper e.g music
- Facilitates Social Capital
- Media has an integrating function
- Conversation starter
- Share information
- Ryan - Virtual campfire
- Leisure, relaxation, entertain, escape.
- Argues that people use the media for different things
- Humans are not passive or easily manipulated
- McQual and Lull
- Two-Step Flow
- Katz and Lazerfield
- Criticisms
- Dependant on the social conformity of the opinion leader
- Dependant on the social influence of the opinion leader
- What makes an opinion leader?
- Argues that messages flow from the media to opinion leaders who in turn redistribute the messages
- The media has a limited and indirect effect
- Reconises that audience are not a homogenous mass and that they can reject undesired messages
- Cultural Effects
- The idea that ideology is dripped over a period of time.
- Due to continuous exposure, behaviours and ideologies are gradually shaped to reflect the media consumed
- The preferred reading
- A particular way that events are interpretated and articulated via the media
- Those lacking direct experience are more likely to accept the preferred reading
- Those who have the direct experience are more likely to reject the preferred reading
- Philo - GUMG - The Miner's Strikes 1984
- Those lacking direct experience are more likely to accept the preferred reading
- A particular way that events are interpretated and articulated via the media
- Criticisms
- Difficult to evalute the effect / validity as it is happening over time
- Fails to acknowledge journalist choice and activeness
- Audience as fundamentaly passive
- The idea that ideology is dripped over a period of time.
- Structured Interpretation
- Audiences will interpret the media messages based on their social position
- Morley
- Dominant Response
- Oppositional Response
- Negotiated Response
- Morley
- Audiences will interpret the media messages based on their social position
- Selective Filter
- Klapper
- New Media
- Liveset and Lawson
- Involves audience input hence the audience ARE the media
- Liveset and Lawson
- P.Modernists
- Generalisations of media effects are impossible
- Baudrillard
- Hyper-reality
- Any arguemtns about media effects becomes redundants as the media IS reality, therefore the media cannot shape or distort an audiences' perception
- Hyper-reality
- Hyperdermic Syringe
- Argues that messages flow from the media to opinion leaders who in turn redistribute the messages
- The media has a limited and indirect effect
- Reconises that audience are not a homogenous mass and that they can reject undesired messages
- Criticisms
- Difficult to evalute the effect / validity as it is happening over time
- Fails to acknowledge journalist choice and activeness
- Audience as fundamentaly passive
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