Media booklet 9 sociology

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  • Created by: a1ice.123
  • Created on: 06-06-23 11:04
what are assumptions about the effects of media?
What we consume influeces our decisions e.g the 1980s video nasties and violent media influencing (mainly male) violence.
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Hypodermic syringe model theory.
The audience are passive and absorb the dominant ideology through the media which they are powerless to resist. This has an immediate effect on their actions and all of the audience reacts in the same way. The media is like a drug in the vein.
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Criticisms of hypodermic syringe model.
David Gauntlett, war of the worlds 1938, not that many people actually believed that earth was being invaded. Guardian article says media used as scapegoat for violent adolescents, not gun laws and regulation.
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lab experiment to support hypodermic syringe model
Bobo doll 1963 experiment. group 1 kids saw adult beat up doll irl, group 2 saw doll beat up by adult on film, group 3 saw cartoon doll beat up, group 4 saw no violence. When interacting w dolls all groups violent except group 4.
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Problems w Bandura BoBo doll experiment
small class size, long time ago, kids could have been exposed to irl violence in families. Also as it's a lab experiment this will take kids out of natural environment so they will act differently. Not ethical, Hawthorne effect takes place.
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More modern evidence to show media has influence on youth violence.
Blue story was pulled from cinemas after 25 violent incidents occurred just 24 hours after release. The film is centered around gang violence, suggestion is that this lead to violence.
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Theory 2- two step flow model- katz n lasarsfeld
1956 Opinion leaders like politicians or CEOs are most likely to consume media, they select n interpret media before it reaches mass audiences, then they pass on what they find important. people (the masses) listen to them because they trust them.
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evaluation of this theory
There may be many opinion leaders highlighting different things, therefore it's not a two step model. suggests that the masses don't have thoughts of their own. Applied to digital age, can be aruged influencers have replaced opinion leaders, they have a l
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3rd theory- cultural effects model
Audience is not just passive recivers they can think for themselves and therefore have a revolution. The cultural effects model recognises media is only one part of the ruling class ideology, it is like a dripping tap.
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Dripping tap idea and migrants.
The media, particularly tabloids drip feed us negative ideas of migrants 'eating queenies biscuits' - the sun. migrants used as scapegoat, distracts prolateriat from the real issue which is the bourgeoisie, still some prolateriat will be able to resist.
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debate within the cultural effects theory.
Stuart hall, decoding and encoding reception analysis, klapper selective filtering more optimistic, audience can resist. Glasgow media group more negative- audience brainwashed through dripping tap.
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What is the reception analysis?
stuart hall- neo marxist. people interpret media differently. Preferred reading- what media producers want, believe everything. Negotiated readers- take some stuff leave other stuff from media. doesn't believe everything. Oppositional reading- rejected in
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Klapper selective filtering
Interprevist approach. selective exposure- what you chose to consume e.g not watching the coronation for political beliefs. selective retention- what you choose to remember, forget the bad things the PM has done. selective perception (peepers) how you vie
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The Iraq war.
daily mirror opposed the war, 50% readers agreed w newspaper. Daily mail supported the war- 25% agreed w newspaper. This shows that Hall's idea that we read things differently is right, 75% mail readers had oppositional reading (encoding and decoding rece
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Glasgow media group and Philo.
Philo talked about agenda setting and gatekeeping.
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theory 4- audiences are active. the uses and gratification model. 1970s
PIES- personal relationships- talking about viral clips in school, strengthens friendships. Identity- teen coming out helped by similar story on soap. entertainment- relax watching tv. survelliance- watching news. users use media to fulfill their needs.
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How can uses and gratification be applied to social media?
build personal relationships online as well as online. Survelliance- fake news people increasingly get their news info from social media sites like Instagram.
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media consumption the digital age dangers?
much stuff is unregulated including p*rn and violence. kids can watch this with a few clicks of a button.
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Positive effects of violence in the media
cathartic, after a long day at work good release to play games like gta. we see violence a lot in the media so we become more aware of it.
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negative effects of violence in the media
copycat behaviour in kids- blue story. Bobo doll 1963 experiment. gives kids anxiety. people become desensitized to it.
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Other cards in this set

Card 2

Front

Hypodermic syringe model theory.

Back

The audience are passive and absorb the dominant ideology through the media which they are powerless to resist. This has an immediate effect on their actions and all of the audience reacts in the same way. The media is like a drug in the vein.

Card 3

Front

Criticisms of hypodermic syringe model.

Back

Preview of the front of card 3

Card 4

Front

lab experiment to support hypodermic syringe model

Back

Preview of the front of card 4

Card 5

Front

Problems w Bandura BoBo doll experiment

Back

Preview of the front of card 5
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