Mass Media Power and Effects

HideShow resource information
The hypodermic needle model
1920's and 30's idea that mass media stimulates direct response in large groups of people. Will believe what they see e.g Orson Welles WOTW
1 of 5
The people's choice theory
Lazarsfeld - Social networks such as class and religion more influential to people's views than mass media - people choose which messages they accept and recieve based on this.
2 of 5
Uses and gratifications
People have certain social and emotional needs that they use media to gratify: diversion, personal relationships, personal identity and surveillance
3 of 5
Screen Theory
When texts are angled towards the viewers I think – 70’s 80’s, viewers are encouraged through camera angle, editing and music to occupy certain positions
4 of 5
Active Audience theory
Stuart Hall’s encoding and decoding model. Audiences are independently capable of encoding and decoding messages in media and choose to read them as preferred, oppositional, or negotiated meanings
5 of 5

Other cards in this set

Card 2

Front

The people's choice theory

Back

Lazarsfeld - Social networks such as class and religion more influential to people's views than mass media - people choose which messages they accept and recieve based on this.

Card 3

Front

Uses and gratifications

Back

Preview of the front of card 3

Card 4

Front

Screen Theory

Back

Preview of the front of card 4

Card 5

Front

Active Audience theory

Back

Preview of the front of card 5

Comments

No comments have yet been made

Similar Journalism resources:

See all Journalism resources »See all Media Communication resources »