Two-Step Flow & Uses and Grats
- Created by: jesskeayy
- Created on: 27-04-17 09:56
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- Two-step flow and Uses and Gratifications
- Two-Step Flow
- Messages may be interpreted by key individuals, who then influence others:
- Step 1: Media messages reach the audience
- Step 2: The message is interpreted by the audience, social interaction takes place and OPINION LEADERS interpret messages and influence others opinions'
- VERNETTE
- Studied trends in women's fashion
- Step 1. Opinion leaders are identified by the fashion industry
- Step 2. Magazines that appeal to these opinion leaders are identified
- Step 3. Advertisements are placed in magazines
- CRITICISMS
- There may be no dominant opinion leaders or consensus about the meaning of media messages
- Ignores the possibility that media messages may be imposed by the powerful
- MARXIST
- No direct link between media messages and influence
- Messages may be interpreted by key individuals, who then influence others:
- Uses and Gratifications
- BLUMLER & MCQUAIL
- Media audiences are ACTIVE
- People use the media for 4 basic needs:
- 1. Diversion
- 2. Personal Relationships
- 3. Personal Identity
- 4. Surveillance
- LULL
- Families use TV for:
- Something to talk about
- To reinforce family community by watching it together
- To escape from other people
- To access information, role models, learning and guidance
- Can be used to reinforce parental authority through control of the TV
- Families use TV for:
- CRITICISMS
- GERGEN
- Technology fragments the family
- We have less communication with the family, less face-to-face time
- Technology fragments the family
- Mass diversity of the media means we do not share 'relational needs' with the family anymore
- It ignores the idea that media messages may be controlled by outside forces e.g. CAPITALISM, PATRIARCHY, GOVERNMENT
- GERGEN
- BLUMLER & MCQUAIL
- Two-Step Flow
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