Media Effects Models
- Created by: Amelia.Page
- Created on: 21-03-19 09:56
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- Media effects models
- The Hypodermic Syringe model
- Passive audiences
- The media inject texts and ideologies into their audiences.
- Audiences are seen as unthinking, uncritical receivers of media messages.
- The media causes immediate changes to behaviour and direct reactions.
- The model assumes that audiences are homogeneous and all react to media content in the same way.
- Ignores that people are active thinkers.
- Overestimates the power of the media in overriding all other forms of socialization.
- There is little evidence that media content has a direct effect on audiences.
- Two-step Flow Model
- Katz and Lazarsfeld (1955)
- Opinion leaders: respected members of a social group who's opinions are accepted and who lead the discussion within social situations.
- Opinion leaders select and interpret media texts, applying their own views before passing this information on.
- Audiences receive meditated messages from opinion leaders that they respect.
- Media content may be selected and interpreted by many individuals in one social group.
- Assumes that media audiences are, on average, passive to the messages from opinion leaders.
- Does not explain why opinion leaders are directly influenced by media messages.
- The rise of the new media means opinion leaders are less influential.
- Active audiences.
- The Cultural Effects model (the drip-drip effect)
- Although audiences react in different ways to media messages, media gradually influence their views.
- A subtle brainwashing to accept the dominant ideology and norms. (cultural hegemony)
- Active audiences
- Selective Filtering
- Klapper (1960)
- Selective exposure
- People choose what content to consume.
- Selective perception
- People will react differently to the same message.
- Selective retention
- People will only remember the content that is in line with their views and interests.
- Active audiences
- Exaggerate the active role of media audiences and how critical they are.
- Ignores the influence of long-term socialization.
- The Uses and Gratification model
- McQuail, Lull and Blumer
- Diversion
- To escape from daily stresses and life.
- Personal realtionships
- Something to talk about.
- Personal identity
- To explore new/confirm identities, interests and values
- Surveillance
- To access information about things that affect and/or interest the user.
- Background wallpaper
- Whilst doing other things.
- Active audiences
- This model overestimates the power of audiences to influence the media.
- Focuses on the use of media by the individual rather than the whole population.
- Ignores wider social factors influencing media use and the way audiences react.
- The Hypodermic Syringe model
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