Active Audience Approaches

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The Two-Step Flow Model was established by who?
Kats and Lazersfeld (1965)
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Within social networks there is one particular person who leads group opinions, what is this called?
The opinion leader
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What is step 1 of the flow model?
opinion leader is exposed to the media
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What is step 2 of the flow model?
Those who respect the opinion leader internalise their interpretation of it
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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
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Who developed the theory of the selective filter model?
Klapper
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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
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Festinger believed what?
People only view media which supports their existing attitudes, people may not accept the message
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Berry (1986) believed what?
Only 60% of what we see of retained
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Postman (1986) believed what?
We have a 3 minute attention span
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Who defined the uses and gratification model?
Blumler and McQuail
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What does the uses and gratification model suggest?
people use the media to satisfy a need
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Diversion is what?
using the media to escape the reality of life
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Personal Relationships?
We get a sense of community from ongoing television programmes. Eg. Eastenders
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Personal Identity?
Using the media to know how to look
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Suveillance?
Using the media for knowledge about the world
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Card 2

Front

Within social networks there is one particular person who leads group opinions, what is this called?

Back

The opinion leader

Card 3

Front

What is step 1 of the flow model?

Back

Preview of the front of card 3

Card 4

Front

What is step 2 of the flow model?

Back

Preview of the front of card 4

Card 5

Front

What could refute the flow model?

Back

Preview of the front of card 5
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