Two-Step Flow & Uses and Grats

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  • 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
    • 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
      • CRITICISMS
        • GERGEN
          • Technology fragments the family
            • We have less communication with the family, less face-to-face time
        • 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

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