Indirect effect Flashcards
(3 cards)
Kratz & Lazarsfeld
Two step flow model - social networks dominated by opinion leaders who expose themselves to different types of media
seen as experts in specific matters + people base interaction, discussion with opinion leader
Step 1 - opinion leader exposed to media content
Step 2 - those respecting opin lead internalise their interpretation of content
e.g.peer group can be seen to be the opinion leaders when discussing the topics of new brands/consumer patterns, such as buying the latest mobile phone. We all want to fit into the peer group and therefore adhere to leaders’ views and opinions in order for us to be accepted.
Gramsci
cultural effects model - media transmits capitalist cultural values + norms causes long term effect of rich & powerful values unconsciously shared by everyone
Gramsci refers to this as hegemony = ruling class ideologies presented as common sense, rule through consent
e.g. Reality TV shows such as love island, Keeping up with the Kardashians, Real housewives etc + there is an increase in targeted ads. This consequently makes us identify with the celebs, consumerism and the consumption lifestyle that is presented as the ideal
Drip drip model
ideologies dripped into society by media - it slow process gradually shapes people’s common sense ideas, assumptions + their everyday view of world
our norms changed from viewing certain content, we become desensitised over long period - causes compassion fatigue
e.g. constant exposure to issues such as the Ukraine War, mass poverty, Covid and other diseases leads people to care less about these issues as we bombarded with too much information at the start- we start becoming numb to the headlines
