Digitalisation Interactivity Convergence The internet
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How is BBC different from other channels?
No ads, licensed, and widespread
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What are agenda settings?
The viewpoint that a publication chooses to take. The editor chooses this
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Gatekeeping?
Withheld information
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Ethnicity?
A social group whose members share an identity based on their cultural traditions or characteristics.
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What are the four outcomes?
Hypodermic syringe, uses and gratification, decoding, cultural effects, two step flow
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What is the hypodermic syringe?
This directly effects the audience, they are unable to resist, it injects in their veins & influences them directly.
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argued that imitation was a likely outcome of media violence, media often portrays violence as being heroic.
Mccabe and Martin, 2005
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decoding
How media texts are interpreted, shaped by age, gender, ethnicity etc
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Cultural effects
Audience resists some messages, aspects of culture and identity affect how the audience interpret the texts
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What is gender?
The social or cultural differences between men and women. Masculinity and feminity.
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Two step flow
Opinions leaders influence other
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There are less owners of media companies now than previously This creates a larger divide between classes (capitalist class and working class) Marxists argue they transmit a dominant ideology through the content and that owners are directly involved in de
Marxists
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What is desensitization ?
Noticing less, becoming numb, socialised into accepting deviant behaviour.
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What is globalisation?
Making media and movies that are universally understood
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What is the mass media?
communicating messages from one point to many
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Uses and gratification
what the audience does with the media, how the media meets the needs of the audience through; information, personal identity, personal relationships, entertainment and escapism
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