the relationships between the media and audiences
- Created by: Amelia Parnham
- Created on: 04-06-22 10:31
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- relationship between the media and audiences
- passive audience
- hyperdermic syringe
- the media message is automatically taken on board
- much like a syringe injecting the message into the audiences brains
- assumes all audiences passively accept media and replicate it
- the media message is automatically taken on board
- two-step flow theory
- media messages are filtered through opinion leaders
- opinions leaders opinions are highly valued meaning the audience take on their opinions
- media messages are filtered through opinion leaders
- cultural effect model
- the audience is constantly bombarded with ruling class ideologies
- eventually they are worn down and take on the media message
- the new media allows people to be critical of media messages, creating social support
- the audience is constantly bombarded with ruling class ideologies
- hyperdermic syringe
- active audience
- selective filter model
- three levels to this filter
- selective exposure
- selective perception
- selection retention
- selective exposure
- KLAPPER
- three levels to this filter
- uses & gratification
- BLUMER & MCQUAIL
- people get what they want from media, as it caters to different needs
- E.G. young people watch soap operas to gain advice on relationship
- reception theory
- HALL
- people interpret media differently
- dominant - take on the view of the media
- oppositional - the oppose the view presented
- negotiated - they reinterpret the views to fit with own opinions
- oppositional - the oppose the view presented
- negotiated - they reinterpret the views to fit with own opinions
- dominant - take on the view of the media
- selective filter model
- passive audience
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