audience effects of media

Question 1

direct effects

Answer 1

immediate and seamless inflictions on societies

Question 2

hypodermic society - Packard (1957)

Answer 2

media is like a syringe that injects messages into the audience

Question 3

role of the hypodermic syringe

Answer 3

• directed toward advertising
• the audience is passive and unable to resist the media messages

Question 4

Newson (1984)

Answer 4

children exposed to media violence has desensitizing effect where they see is as a norm or desirable behavior
EG james bulger

Question 5

desensitisation

Answer 5

exposure to violence created by a drip drip effect amongst young people

Question 6

bandura - children imitation (1961)

Answer 6

bobo doll experiment: children shown clip of an adult hitting a large inflated doll - children taken to lab with the same doll and those who had seen the clip imitated the adults violent behavior

Question 7

anderson (2003) - music

Answer 7

violent song lyrics on attitudes and emotions of 500 college students
- increased aggressive thoughts of hostility following exposure to violent music

Question 8

hall (2011) - sexualisation

Answer 8

content from 1959-2009 increased in sexual content
- teaches men to be sexually aggressive and women provide sexual pleasure
- lead to poor body image, depression, ed and substance abuse

Question 9

Becker (2002)

Answer 9

TV content in Fiji
- girls living in homes with tv are 3x more likely to show symptoms of EDs
- 69% state that they had gone on diets

Question 10

feminism and direct theories

Answer 10

link between pornography and real life sexual violence
- it trivializes rape and makes men increasingly callous to cruelty, infliction of pain to violence against people and abuse

Question 11

evaluation - feshbach and singer (1971)

Answer 11

group that viewed non violent imaged displayed more aggression than the other group
- viewing violence can be a safe means of release

Question 12

evaluation - young (2003)

Answer 12

effects of media violence depends on the narrative within which violence is permissible
- sensitizing effects as it provides awareness it is wrong

Question 13

indirect effects

Answer 13

they dont infiltrate as fast into audiences

Question 14

two step flow

Answer 14

effect of the media comes through interaction between people, they are influenced by someone else to reject, modify or accept a message

Question 15

katz and lazarfeld (1955)

Answer 15

opinion leader takes in a message and transmits them onto their social connections

Question 16

cultural effects theory

Answer 16

media effects the attitudes and behavior of different social groups depending on cultural background

Question 17

drip drip theory

Answer 17

media influence on audience isn’t immediate but occurs over a long period of time

Question 18

evaluation of indirect theories

Answer 18

• it is difficult to measure the effect of media alone in norms, values and attitudes and is difficult to isolate impacts of media
• the analysis tends to look ore at the issue from the pov of the media impacting on the audience, research has since shifted to the way in which the audience receives media messages

Question 19

uses and gratifications

Answer 19

what audiences do with the media
- they have more choices in the using the media to satisy their needs

Question 20

zillmann (1987)

Answer 20

shoes influence of mood on media choice
- boredom will provoke exciting content but stress encourages calming content
- different needs are associated with individual personalities, stages of maturation, backgrounds and social roles

Question 21

Mcquail (1987) - uses for media content

Answer 21

information: news, seeking advice, satisfying curiosity
personal identity: reinforcement of personal values, identifying with valued others
integration and social interaction: finding a basis for conversation, substitute for real life companionship
entertainment: escaping or being diverted from problems, relaxing

Question 22

use and gratification evaluation

Answer 22

not enough research on how media audience gratify themselves by using media content
- different social groups may use media content in different ways

Question 23

uses and gratifications - postmodernism

Answer 23

individuals have specific needs and the function of media is to provide plurality of media choices in order to meet taste

Question 24

hall (1973) - coding/decoding

Answer 24

media messages such as news are coded in ways that support the power structure of society

Question 25

different ways of ‘reading’ messages

Answer 25

hegemonic reading: believing the message
negotiated reading: mixture of alternative ideas
oppositional reading: constructs a meaning that is totally different

Question 26

klapper (1960) - selective filter model

Answer 26

variety of ways of filtering content
- selective exposure: which products they are exposed to and how they perceive them
- selective retention: individuals will retain content that accord with their interests and beliefs

Question 27

evaluation of active audiences

Answer 27

overly individualistic and ignore socio-cultural context, they de-emphasize sociological explanations
Marxists: needs are met by media content are created by the media

Question 28

deviancy amplification sprial

Answer 28

1. deviant act committed
2. reports of deviant behavior
3. public attention
4. social exclusion
5. demands for action to be made
6. greater police action and more arrests
7. deviant behavior is no longer big news

Question 29

cohen - folk devils

Answer 29

media exaggerate behavior of certain subcultures and catch the attention of the public in order to put pressure on authority

Question 30

folk devils example

Answer 30

mods and rockers
- two subcultures in conflict which was dramatized by the media
- led to fines and arrests
- labelled as deviant and ‘vermin’

Question 31

goode and yehuda (1994)

Answer 31

phenomena can incite intense worry in members of society when the threat is non-existent or less harmful than the reaction suggests

Question 32

marxism - deviancy amplification

Answer 32

deviancy amplification are used as a form of social control to support capitalism, the effect is to distract people from real issues

Question 33

deviancy - interactionism

Answer 33

labelling: when the media uses force to put a deviant label on specific social group, it leads to groups being victimized as criminals
self fulfilling