Topic 4 - The Mass Media and Audiences - Key Terms

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  • Created by: Ben_95
  • Created on: 23-03-14 18:40
Active audience approaches
Theories that stress that the effects of the media are limited because people are not easily influenced.
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Catharsis
The process of relieving tensions.
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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 the other.
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Cultural effects model
The view that the media are powerful in so far as they link up the other agents of socialization encourage particular ways of making sense of the world.
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Desensitization
The process by which, through repeated exposure to media violence, people come to accept violent behavior as normal.
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Dishihibition 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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Effects approach
An approach based on the hypodermic syringe model which believes that the media have direct effects on their audience.
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Homogeneous
The same throughout, undifferentiated.
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Hypodermic syringe model
The view that the media are very powerful and the audience very weak. The media can inject their messages 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'sown views.
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Oppostional reading
An interpretation of a media text that rejects the intended reading.
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Polysemic
Attracts more than one type of reading or interpretation.
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Preferred 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 that 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 messages through.
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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 certain media messages.
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Sensitization
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.

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 the other.

Back

Preview of the back of card 4

Card 5

Front

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

Back

Preview of the back of card 5
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