Cultural Effects Model

Question 1

Who can up with it

Answer 1

Neo Marxists

Question 2

View of audience

Answer 2

Media does have an effect on audience but it does not regard audiences as simply passive,consumers of the media
Media will generally spread the dominant ideology but accepts audiences interpret the media they consume and may respond in different way depending on their own characteristics

Question 3

Effects on audience

Answer 3

Nonetheless the media gradually influences the audience over a period of time in a sort of drip drip effect
This gradually shapes people taken for granted ideas which they see as common sense and their everyday view of work

Question 4

Example of effects on audience

Answer 4

If we see BAME groups nearly always portrayed as criminals over time this will form the stereotypes we have on these groups

Question 5

Result of process

Answer 5

Through this process audiences see the dominant ideology as common sense and hegemony of this ideology maintained

Question 6

GMG view

Answer 6

Accept audience is active but their research shows most people

Question 7

GMG view

Answer 7

Accept audience is active but their research shows most people accept dominant media account unless access alternative forms of information

Question 8

Study on 1984/5

Answer 8

TV news showed images of minors in violent crashes with police - believed media account that miners were responsible for this trouble

Question 9

Criticism

Answer 9

Assumes media personnel work within framework and assumptions of dominant ideology
Fails to recognise independence of journalists that can sometimes be critical of the dominant ideology