Media- Models
- Created by: Anna1905
- Created on: 11-06-18 13:25
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- Media Effects
- Two Step Flow 1960s
- Dorothy Hobson= "Jackie" was op
- Active discussion
- Normative role
- Creates frienships
- Katz + Lazarfield= media influence BUT opinion leaders
- 1. Message received 2. Influenced by audience
- Study Limitations= cant generalise (only female ps)
- Dorothy Hobson= "Jackie" was op
- Interpretive 1990s
- Buckingham= we have improved literacy in media
- 3 steps= selective exposure, selective perspective, selective retention
- Model Limitations= individualistic
- Uses + Gratifications 1970s
- Katz= what do we do with the media?
- James Lull= environment, regulative, communication facilities, social learning
- McQual= diversion, relationships, identity, surveillance
- Hypodermic Syringe 1950s
- Syringe= media Drug= message Patient= audience
- Medical Analogy- narcotisation
- Vance Pakard= plug in drug, daily dose Bandura Ross + Ross= lab exp, 3 parts, 4 groups
- Model Limitations= reductionist, outdated, ignores other factors, only affects a few in real life
- Study Limitations= low ecological validity, unethical, demand characteristic
- Two Step Flow 1960s
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