Topic 4 - The Mass Media and Audiences

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  • Created by: Eleanor
  • Created on: 18-03-14 17:53
Active Audience Approaches
Theories that stress the effects of the media are limited because people aren't easily influenced.
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Catharsis
The process of relieving tensions - e.g. violence on screen providing a safe outlet for people's violent tendencies.
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'Copycat' Violence
Violence that occurs as a result of copying something that is seen in the media.
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Correlation
A relationship between two or more things where one characteristic is directly affected by another.
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Cultural Effects Model
The view that the media are powerful in so far they link up with other agents of socialisation to encourage particular ways of making sense of the world.
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Desensitisation
The process by which, through repeated exposure to media violence, people come to accept violent behaviour as normal.
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Disinhibition Effect
Effect of media violence, whereby people become convinced that in some social situations, the 'normal' rules that govern conflict and difference can be replaced with violence.
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Effect Approach
An approach based on the hypodermic syringe model which believes that the media have direct effects on their audience.
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Homogenous
The same throughout, undifferentiated.
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Hypodermic Syringe Model
The view that the media are very powerful and the audience very weak. They can 'inject' their message into the audience, who accept them uncritically.
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Media Literate
An intelligent, critical and informed attitude to the media.
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Media Text
Any media output - written, aural or visual.
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Negotiated Reading
An interpretation of a media text that modifies the intended reading so that it fits with the audience member's own views.
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Oppositional Reading
An interpretation of a media text that rejects its intended reading.
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Polysemic
Attracts more than one type of reading or interpretation.
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Preferred (dominant) Reading
The intended messages contained within the text.
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Reception Analysis Model
The view that individuals make meanings from media messages.
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Selective Exposure
The idea the people only watch, listen or read what they want to.
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Selective Filter Model
The view that audience members only allow certain media messages.
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Selective Perception
The idea that people only take notice of certain media messages.
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Selective Retention
The idea that people only remember media messages.
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Sensitisation
The process of becoming more aware of the consequences of violence.
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Uses and Gratification Model
The view that people use the media for their own purposes
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Other cards in this set

Card 2

Front

The process of relieving tensions - e.g. violence on screen providing a safe outlet for people's violent tendencies.

Back

Catharsis

Card 3

Front

Violence that occurs as a result of copying something that is seen in the media.

Back

Preview of the back of card 3

Card 4

Front

A relationship between two or more things where one characteristic is directly affected by another.

Back

Preview of the back of card 4

Card 5

Front

The view that the media are powerful in so far they link up with other agents of socialisation to encourage particular ways of making sense of the world.

Back

Preview of the back of card 5
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