Effects of the Media on the Audience 7M

Question 1

what is the hypodermic syringe model

Answer 1

• portrays the mass media as all powerful and controlling
• media simply ‘injects’ an audience with a message

Question 2

what perspective does the hypodermic syringe model link to and why

Answer 2

• traditonal marxist
• as audiences minds are seen to be conscoiusly manipulated
• audience seen to be: passive, homogenous, and blank pages

Question 3

what study supports the hypodermic syringe model

Answer 3

• Banduras Bobo Doll study
• violent media content can lead to copycat violence

Question 4

Newson

Answer 4

• investigated the ffects of violent content of media on young people, after killing of jamie bulger was linked to violent films
• argued that young people are desensistied to violence becuase of a prolonged exposure to violence in the media
• resulted in the 9PM TV watershed and film classifcation of videos adn DVDs

Question 5

critisicms of the hypodermic syringe model

Answer 5

• catharis - Fesbach and Sanger argue that creen violence can privde a safe outlet for peoples aggressive tendancies
• sensitisation - seeing th effects of violence might make us more sensitive to its consequences
• methodology - lots of studies that look at effects of violence in meida are based on lab experients, don’t behave naturally in artifical enviroments

Question 6

who proposed the two step flow model

Answer 6

Katz and Lzerfeld

Question 7

what is the two step flow model

Answer 7

• media is a social process whereby the message is passed from the meida to opinion leaders ( who’s views are respected) and then to the general audience
• media audiences aren’t directly influenced by the media. they chose to adopt a particular opinion, attitude with an opinion leader

Question 8

criticisms of the two step flow model

Answer 8

• opinion leader may be subject to an initative or desensitising effect
• not everyone has access to an opinion leader and may be more vulnerable to the hypodermic syringe effect