Media wk 2: theoretical issues in media psychology 0.0 / 5 ? PsychologyMediaUniversityNone Created by: HarrietMitchellCreated on: 21-05-18 18:19 Functionalist approach All media can be reduced to a single message, opposite to McLuhan 1 of 5 Media effects tradition audience are passive responders to stimuli 2 of 5 Cultivation theory Drip drip effect, media cultivates a certain worldview, effects reinforced by real life experiences 3 of 5 Uses and gratification Individual as the media user, individual seeks out stimuli, 5 assumptions; 3 limitations 4 of 5 Active audience theory Audiences actively create their own meanings, may not always be the one intended; 2 limitations 5 of 5
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