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.
Comments
No comments have yet been made