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Flashcards in Active Audiences Deck (12)
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1
Q

Two step flow

A

Message is sent indirectly from the producer to the reader and is intercepted by an opinion leader who acts as a filter as to what message is received
- share media messages to wider audiences

2
Q

Two step flow evaluation

A

Still regards audience as passive because they accept messages from opinion leader
- recognises media owners don’t have a direct impact

3
Q

Uses and gratifications

A

Audience use the media in a diversity of ways for different needs
- we therefore don’t passively accept messages, we control how we use it and how it impacts us

4
Q

Uses and gratifications evaluation

A

Recognises diversity in media usage

  • ignores that media is concentrated in the hands of a few
  • not enough supportive evidence
5
Q

Selective filter

A

1 we must listen or view a media message
2 we have to accept it - often we will only accept it if we agree
3 then we have to remember it to affect us

6
Q

Selective filter evaluation

A

Recognises audiences are not homogenous

  • sometimes we select messages we do not agree with
  • we may remember messages we don’t want to
7
Q

Cultural effects

A

Media content contains strong ideological messages that reflect the values of those who own, control media
- Marxists: audiences have been exposed over a long period of time to a slow ‘drip drip’

8
Q

Cultural effects evaluation

A

Recognises that media content helps those who manage and benefit from capitalism
- understands the audience interpret content in different ways with confined limits

9
Q

Reception analysis (Morley)

A

1 preferred reading - poeple go along with media messages and it is accepted as legitimate
2 oppositional reading - a minority may oppose views expressed in the media
3 negotiated reading - media audience may reinterpret media content to fit with their own opinions and values

10
Q

Reception analysis evaluation

A

Recognises audiences are different and diverse

- methodological concerns with research - demand characteristics

11
Q

Post modern view

A

Media is central to the creation of the post modern world due to the choirs they offer
- allows audience members to create their own set of values and understandings of the global information they receive

12
Q

Post modern view evaluation

A

Unclear if this has a positive or negative impact on audience members
- impossible to make generalisations about media effects and audiences as viewers react differently