Mass Media - Audiences

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Martians have landed ; Orson Welles
people were so scared they hid in their homes
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Hypodermic Syringe ; Shannon & Weaver
inject the audience with a message that has mass effect on them in the same way as a drug
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Child's Play 3
video watched by Jamie Bulger killers and said they re-enacted the violence they'd seen on Jamie
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The Plug In Drug ; Marie Winn
notes that children watch TV in a trance
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The Bobo Doll ; Bandura & Walters
show that young children copied the violence they'd seen adults show to a doll
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Ghostwatch
programme fronted by Mike Smith and Sarah Green that led people to beileve that ghosts did exist in the house. Turned out to be a hoax
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Spaghetti On Trees
Programme by Nationwide that made people believe that it really did grow on trees
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Criticisms of the Hypodermic Syringe
ignores the different reasons that people watch, read or listen to media. do not distinguish between long and short term effects
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Personal Influence ; Katz & Lazarsfeld
two step flow model that suggests that people actively talk about what they watch and the messages they receive from the opinion leader. Rejects the idea that the audience is passive. However people are conditioned by their environment
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Women Audiences and the Workplace ; Dorothy Hobson
study that showed women in the office actively discuss the soap operas they watch and relate them to their own lives
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Uses and Gratification ; Katz
people use the media in different ways to get different sorts of pleasure
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Sociology of Mass Communication ; Dennis McQuail
uses categories to suggest ways that people derive satisfaction from the media. Diversion, personal relationships, personal identity and surveillance
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Inside Family Viewing ; James Lull
another study to use categories to develop a list of social uses of TV
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Effects of TV ; James Holloran
people actively interpret media text, allow themselves to be exposed to it using selective perception and selective retention
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The Perfect Match ; Fiske
popularity of the show amongst women is because they have equal power to choose as men. Suggests women enjoy their sexuality just as much as men
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The Price Is Right ; Fiske
attraction to this game by women is partly that it recognises the everyday but often taken for granted knowledge and skills of consumers
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Language Semantics and Ideology ; Pecheux
we all exist in a field of different discourses
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Children Talking Television ; David Buckingham
the way we interpret the media is based on our level of media literacy. Influences the level of how far we take the interpretation
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Criticisms of Buckingham
media message are much more robust than this approach suggests
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Nationwide Audience ; David Morley
there is a preferred reading or message that are based on the cultural content of the audience.
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Centre for Contemporary Cultural Studies
headed by Stuart Hall who argues that TV contains dominant ideological messages, agendas are drawn from the wider society
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Desperately Seeking the Audience ; Ien Ang
found that women get pleasure from watching Dallas. People interact with the media in concrete social situations
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The News Game ; Jenny Kitzinger
study of AIDS showed a difference between comprehension and responce
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Stuart Hall
argues the way the media classifies the world assumes a basic consensus about how the world works and this dominant view is taken for granted
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Criticisms of Stuart Hall
it takes an over deterministic view of individuals, seeing their attitudes and views as largely determined by social groups they belong to
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Card 2

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inject the audience with a message that has mass effect on them in the same way as a drug

Back

Hypodermic Syringe ; Shannon & Weaver

Card 3

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video watched by Jamie Bulger killers and said they re-enacted the violence they'd seen on Jamie

Back

Preview of the back of card 3

Card 4

Front

notes that children watch TV in a trance

Back

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Card 5

Front

show that young children copied the violence they'd seen adults show to a doll

Back

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