Theory Definitions

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  • Created by: sophie97x
  • Created on: 07-12-14 21:58
Hypodermic Syringe Model
Suggests the audience passively accepts the message 'injected' into them by the mass media. There is no escape from the message in this model as it implies the mass media has a direct, immediate and powerful effect on it's audience
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Inoculation Model
Repeated exposure to media messages make them 'immune' to them e.g. shocking programmes won't shock you anymore/reality TV - over exaggaration to keep you engaged. The audience want more and not just repetition
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Two-Step Flow Model
Two step process of consumption (Step 1. Opinion leaders get information from a media source) (Step 2. Opinion leaders then pass the information, along with their interpretations to others). Audience are able to reject the media.
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Narcotising Dysfunction
Media exposure can act like a narcotic drug on the brain causing apathy - overtime, you become an 'apathetic mess' e.g. you flick through TV channels for 20mins without actually watching a full length programme so you are time wasting.
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Uses and Gratifications Model
Assumes the audience has a specific need e.g. for watcing TV. The audience are active so they can select and reject what they want in the media in other to be gratified. Suggests the mass media are influential in information & changing people's needs
5 of 5

Other cards in this set

Card 2

Front

Repeated exposure to media messages make them 'immune' to them e.g. shocking programmes won't shock you anymore/reality TV - over exaggaration to keep you engaged. The audience want more and not just repetition

Back

Inoculation Model

Card 3

Front

Two step process of consumption (Step 1. Opinion leaders get information from a media source) (Step 2. Opinion leaders then pass the information, along with their interpretations to others). Audience are able to reject the media.

Back

Preview of the back of card 3

Card 4

Front

Media exposure can act like a narcotic drug on the brain causing apathy - overtime, you become an 'apathetic mess' e.g. you flick through TV channels for 20mins without actually watching a full length programme so you are time wasting.

Back

Preview of the back of card 4

Card 5

Front

Assumes the audience has a specific need e.g. for watcing TV. The audience are active so they can select and reject what they want in the media in other to be gratified. Suggests the mass media are influential in information & changing people's needs

Back

Preview of the back of card 5

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