Active Audience Approaches 0.0 / 5 ? SociologyMass mediaA2/A-levelAQA Created by: Anthony_SellsCreated on: 08-10-13 12:35 The Two-Step Flow Model was established by who? Kats and Lazersfeld (1965) 1 of 16 Within social networks there is one particular person who leads group opinions, what is this called? The opinion leader 2 of 16 What is step 1 of the flow model? opinion leader is exposed to the media 3 of 16 What is step 2 of the flow model? Those who respect the opinion leader internalise their interpretation of it 4 of 16 What could refute the flow model? Opinion leader may have already been sensitised. People most at risk do not often have an opinion leader- socially inactive 5 of 16 Who developed the theory of the selective filter model? Klapper 6 of 16 For the media to have an effect on the audiences it must pass through three filters; what are these? Selective exposure, Selective Perception, Selective Retention 7 of 16 Festinger believed what? People only view media which supports their existing attitudes, people may not accept the message 8 of 16 Berry (1986) believed what? Only 60% of what we see of retained 9 of 16 Postman (1986) believed what? We have a 3 minute attention span 10 of 16 Who defined the uses and gratification model? Blumler and McQuail 11 of 16 What does the uses and gratification model suggest? people use the media to satisfy a need 12 of 16 Diversion is what? using the media to escape the reality of life 13 of 16 Personal Relationships? We get a sense of community from ongoing television programmes. Eg. Eastenders 14 of 16 Personal Identity? Using the media to know how to look 15 of 16 Suveillance? Using the media for knowledge about the world 16 of 16
Comments
No comments have yet been made