Media is like magic bullet, literally injects the message straight away.
Media targets certain people
Assumes three things about audience:
Passive-Don't put up a fight
Homogenous-All the same
Blank pages-Waiting to 'lap it up'
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Direct theories
Catharsis
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Feshbach and Singer
Media can have a direct effect by being cathartic ie a release of tension and emotion. If people watched violent films they felt less aggressive aferwards.
Stack
Listening to music decreased depression and reduced suicidal tendancies.
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In-direct theories
Two step flow model
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Katz and Lazarfeld
Interaction between people where an opinion leader influences views of others. Opinion leader often has had more exposure to the media and comes to be regarded as an expert.
Opinion leader takes on the media messages and passes them to another person, therefore two steps for media to have an effect.
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In-direct theories
Structured Interpretation model
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The effect of the media messages can be viewed in 3 ways. Morely argues we can have 1 of 3 responses which is either:
Dominant-You agree/go along with it
Oppositional-You disagree/have different views
Negotiated-Somewhere between dominant and oppositional
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In-direct theories
Cultural Effects model
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Argues that we receive media messages depending on our cultural background. E.g. Gender, social class, ethnicity or age. Some parts of the media could be interpreted differently E.g. Young peoples' views on binge drinking differ from older peoples.
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In-direct theories
Uses and Gratification model
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Blunler and McQuail (1968)
Argue people get what theywant from the media. E.g. Old people may watch soaps for companionship or family life whilst young people may watch 'skins' for relationship advice.
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In-direct theories
Drip Drip Effect
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Influences from the media build up over time. E.g. Ferguson-Cult of femininity and Wolf-Beauty myth
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