Active Audiences Flashcards
(8 cards)
1
Q
A
H
2
Q
How dos 2 step flow model work
A
- Opinion leaders exposed to media and influence others opinions
3
Q
Katz and Lazarsefeld - 2 step flow theory
A
Social interactions more direct effect on audience than media - discuss and negotiate their views on content
4
Q
Criticisms of 2 step flow
A
-No guarantee opinion leader not desensitised
- eg. Convincing people violence acceptable
5
Q
How does reception analysis model work
A
Media not passively acccepted by audiences
- gender,class,age etc affects how we interpret media
6
Q
Example of reception analysis model
A
Dominant reading - British person accepting royal family
Negotiated reading - broadly accept as interested in celebs
Oppositional reading - rejects the royal family Doesn’t consume
7
Q
A
8
Q
A
