Is a theory that the mass media ingests its ideas and thoughts directly in the brains of the consumers. This theory was developed in the 1920's & 30's. This is a linear communication theory ( straight line of communication)
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What is cultivation theory?
This theory considered how the media affects attitudes rather than behaviour. And that any one media text cant have that much effect on the audience but repeated exposure can cause the audience to become desensitised, "normalised / naturalised"
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Give and explanation of diffusion theories.
It is consintrated on personalised media, we listen to people we relate to and the message is defused from the media to person to person.
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What are the names of the theories in the diffusion theories category?
- Two step flow theory
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What is the two step flow theory?
The mass media communicates with people from the opinion leaders, makes it easier when opinion leaders deciphers news and then shares it with individuals.
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What is indirect effect theory
People respond differently to media texts and institutions, but they do effect people, people make active decisions about the media that we consume in relation yo the cultural and social setting that we are in.
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What are the 5 things we get from media
1) Surveillance 2) Entertainment 3) Identity 4) Social interaction and integration 5) Escapism
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What is reception theory?
Is that not one text has only a single meaning, the audience will create meanings for them selfs based on individual demographics.
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What is dominant?
The audience fully accepts the medias message and accepts the preferred reading
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What is Negotiated?
The reader partly shares the message of the media but sometimes would resit and modify it to reflect their own experiances
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what is Oppositional?
The audiances social situation places them in a directly oppositional relation to the dominate message, understands the message but rejects its reading,
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What does connotation and Denotation stand for?
Connotation: What can be inferred form the images ideas and themes and feelings. Denotation: What you actually see in front of you
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What is a sign?
How we make sene of the world around us, not limited to words but to images as well, every sign we see has been deliberately chosen and each sign has a meaning and a specific purpose.
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Other cards in this set
Card 2
Front
What is Hypodermic syringe theory?
Back
Is a theory that the mass media ingests its ideas and thoughts directly in the brains of the consumers. This theory was developed in the 1920's & 30's. This is a linear communication theory ( straight line of communication)
Card 3
Front
What is cultivation theory?
Back
Card 4
Front
Give and explanation of diffusion theories.
Back
Card 5
Front
What are the names of the theories in the diffusion theories category?
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