DIRECT MODELS // THE HYPODERMIC SYRINGE MODEL (PACKARD)
'injecting' messages into the brains of a passive audience; immediate and powerful. (Has little support in sociology, fails to consider the diff social characteristics of audience member)
1 of 6
INDIRECT MODELS // THE TWO-STEP FLOW MODEL
the media influences its audience via an 'opinion leader' (an individual/group) that has been exposed to more media content on an issue than an other)
2 of 6
INDIRECT MODELS // CULTURAL EFFECTS
the extent and nature of media influence depends on the cultural background and social characteristics of auidence members (e.g. gender, age , social class)
3 of 6
INDIRECT MODELS // THE DRIP-DRIP MODEL
the media can shape the norms and values of the audiences through gradual and long-term exposure to the same themes and representations
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ACTIVE AUDIENCES MODELS // USES AND GRATIFICATIONS (BLUMER & MCQUAIL)
the media satisfies a range of needs for those who use it for their own gratification // control of the media and are not passively influenced by it
5 of 6
ACTIVE AUDIENCE MODELS // THE SELECTIVE FILTER MODEL
the media is unlikely to influence audience members; messages needs to pass through a 'filter' in order to have any effect: 1.Seletive Exposure 2. Selective Perception (has to notice/accept) 3.Selective Retention (has to remember the messages!)
6 of 6
Other cards in this set
Card 2
Front
INDIRECT MODELS // THE TWO-STEP FLOW MODEL
Back
the media influences its audience via an 'opinion leader' (an individual/group) that has been exposed to more media content on an issue than an other)
Card 3
Front
INDIRECT MODELS // CULTURAL EFFECTS
Back
Card 4
Front
INDIRECT MODELS // THE DRIP-DRIP MODEL
Back
Card 5
Front
ACTIVE AUDIENCES MODELS // USES AND GRATIFICATIONS (BLUMER & MCQUAIL)
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