Affects on the audience Flashcards
Passive audience
The media is in control.
Hypodermic syringe
The media directly injects beliefs, ideas, and values into people. ‘unthinking audience’
Evidence for hypo syringe
BoBo doll experiment.
Conclusions from the bobo doll eperiment.
Shows how quickly people absoard and replicate what they see.
‘Hidden Persuasives’
Hidden messages within media. They directly affect us without us knowing.
Criticisms of the hypodermic syringe
Assumes that the media is stronger than other forms of socialisation. Such the family teaching violence is bad
Pluralists would argue that we are able to ‘pic n’ mic’ what is given to us.
The media is not as strong as it is made out to be
People are thinking and make their own decisions about what they see.
The two step flow model
Media content is taken in by ‘opinion leaders’ and then spread once interpreted.
Larzarsfeld
‘people are more influenced by other people than they are by the media.
Social groups
are stronger than the media.
Criticisms of Two step flow
This theory still relys on the basic assumption that the audience still relys on the media for their content. As if they were victims.
example of opinion leader.
Politicians, celebrities, activists.
