Media Effects Models
- Created by: brooke34
- Created on: 03-02-19 14:10
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- Media Effects Models
- Hypodermic Syringe
- Media passively receives and accepts messages 'injected' into them
- Direct correlation between media messages and behaviour in real life.
- Filled with dominant ideology,images and messages and instantly goes and acts out
- Young people are vulnerable to media content as still in early socialisation
- Violent crimes often explained this way (James Bulger)
- DWORKIN - correlation between **** and sexual violence
- NORRIS - political issues and voting behaviour
- Audiences are diverse and react in different ways.
- Children are more intelligent and not as vulnerable as thought
- Gauntlett said it lacks ecological validity
- Ignores that can act as catharsis (violent games)
- Cultural Effects
- Marxists sees media as powerful ideological influence.
- Concerned with capitalist values and norms
- Powerful and gradual 'preferred media'
- Says less immediate than HSM
- Ideological messages reflect values of those who own media
- Eventually people accept preferred reading of events in mass media
- PHILO - looked at strikes and those who lacked experience are likely to accept preferred reading
- underestimate state regulation
- Anti-establishment programmes are made
- Programmes created based on preferences not ideological forced
- Messages are polysemic and interpreted differently
- Two-Step Flow
- Personal relationships effect what media messages we accept and reject
- Social media is made of opinion leaders (strong ideas)
- Exposed to various media types and form opinion on their content
- These are then passed on to their circle
- Exposed to various media types and form opinion on their content
- Not directly influenced but choose to adopt some after negotiation
- Vernetee - OL seen in fashion industry and magazines appeal to these so adverts are placed
- May be consensus about messages so no dominant OL
- Some members of the audience may not have access
- Ignores possibility that might be imposed by the powerful
- Says there's no direct link between messages and influence
- Selective Filter
- Make a choice (not to play violent games so not effected by messages)
- Exposure - choose to view
- Perception - may not accept message
- Retention - message has to 'stick'
- Some messages are hard to filter out
- People remember things they have broad agreement with
- Diverse so filter apply differently
- Uses and Gratifications
- view things for needs (bio, psych or social)
- Depend on age,gender, class ethnicity
- Wood - how horror films are used for excitement
- Diversion - use to escape problems
- Relationships- decline of community in lives
- Diversity - cope with unsure identity
- Surveillance - obtain info about social world
- Recognises diversity in active audiences
- Marxists critical as says socially produced so false
- view things for needs (bio, psych or social)
- Reception Analysis
- Interpret in own ways so pointless to talk about
- MORLEY - preferred, oppositional and negotiated
- The Undatables - Pre = positive Opp = exploits Neg = shows normal
- Some messages are too powerful to ignore
- Recognises diversity in audiences
- Hypodermic Syringe
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