The mass media and audiences
- Created by: rianna
- Created on: 18-12-12 18:29
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- The mass media and audiences
- Hypodermic syringe model
- The earliest and simplest perspective, portrays media as all powerful and controlling
- media injects audience with a message through adverts
- Links to traditional Marxist perspectives sayings audiences minds are consciously manipulated
- audience is seen as passive, homogeneous- all the same and as blank pages
- Model has been tested through Banduras bobo doll violent media content can lead to copycat violence
- Newson investigated effects of violent media on young people Argued the drip drip effect of prolonged exposure to violence
- Catharsis- Fesbach and sanger, screen violence can provide a safe outlet for people aggressive tendencies
- Sensitisation - seeing the effects of violence might make us more sensitive to its consequences
- Methodology - a lot of studies that look at violence are based on lab experiments
- children are more media literate now than in the past Buckingham children can tell the difference between fictional and real violence
- Audiences are not all the same the audience may have a more active relationship with the media
- Uses media as a scapegoat blaming the media for society's ills. Other social and psychological factors affect behaviour
- Two step flow model
- Katz and Lazersfeld media message is a social process
- Message is passed from media to opinion leaders and then to general audience
- Media audiences are not directly affected by the media they choose a particular opinion
- The opinion leader may themselves have been subject to an initiative or desensitising effect
- Not everyone has access to an opinion leader and may be more vulnerable to hypodermic syringe model
- Selective filter model
- Klapper for media messages to have any effect they must pass through 3 filters
- Selective exposure- audience choose own media influenced by their education interests and work
- Selective perception- audience may not accept the message some only seek information that agrees with their existing beliefs
- Selective retention- most people only remember the information they broadly agree with
- Uses and gratifications model
- Blumer & McQuail- People take what they want from the mass media, andi it satisfies social needs
- 4 basic needs which people use TV to satisfy Diversion Personal relationships personal identity and surveillance
- Lull identifies 5 family uses of TV relational affiliation avoidance social learning competence dominance
- Katz Model is an interpretive model derives from the pluralist perspective audience has influence on media content
- Marxists criticise this model as they suggests needs are socially manufactured by the media
- Media presents consumption and materialism needs that must be met- which represent capitalist ideology -Marcuse false needs
- Cultural effects model
- Media is a powerful influence but people interpret things in different ways
- Ruling class ideas are constantly transmitted people accept ruling class ideology as right and proper
- Indictates process of indoctrination is subtle and may take place over a long period of time drip drip effect
- accepts that audiences interpret media messages in different ways but in confined limits
- Glasgow university media group- issues in the news favour the powerful, and images of them are biased
- Sees the audience as cultural dopes unable to work the ideological bias in the medai
- Pluralists argue that journalism can be objective not all media content is ideologically controlled
- Reception analysis model
- Media content differs according to class,age,gender, ethnic group and other sources of identity
- audience act in a variety of sub cultural ways
- People choose to make on of three interpretations
- Preferred dominant reading- based on consensus, also very likely to be shared by journalists and editors and is likely to underpin news values
- Oppositional reading- a minority may oppose the views expressed in media content
- Negotiated reading- the audience may interpret media content to fit in with their own opinions and values
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- Hypodermic syringe model
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