(10) Media Effects Theories

Question 1

Hypodermic Needle Theory

Answer 1

Theory states that the media has a direct influence on the audience and ‘injects’ its beliefs and values directly into the viewers or readers minds

Question 2

Gerbner - Cultivation Theory

Answer 2

According to this theory, while any one media text does not have too much effect, repeated exposure to certain ideas and values may make the audience less critical of the ideas presented as they appear ‘normal’. Through repetition attitudes, ideas and values may become normalised or naturalised as they are accepted rather than considered. Audience desensitisation.

Question 3

Katz and Lagerfield - Two-Step Flow

Answer 3

Suggests that whatever our experience of the media; we are likely to discuss it with others. The spread of the opinion leaders views

Question 4

Stuart Hall

Answer 4

Three readings of media texts - Preferred, negotiated or oppositional

Question 5

Gauntlett - Pick and Pix Theory

Answer 5

Argues that audiences are selective when engaging with media texts - they may pick their own values and identities when reading a text, whilst ignoring other parts