Indirect Effects Of The Media

Question 1

What is the 2 step flow model (Katz and lazarsfeld)?

Answer 1

• personal relationships and conversations with significant others result in people modifying or rejecting media messages
• social networks dominated by opinion leaders
• step 1: opinion leader is exposed to media content
• step 2: those who respect opinion leader internalise their interpretation of that content and transmit these messages forward

Question 2

What is a media example for the two step flow model?

Answer 2

• love island- opinion leaders most likely peer groups

Question 3

What is the cultural effects model (Gramsci)?

Answer 3

• media transmits capitalist values and norms
• media messages reflect values of those who own, control and produce media
• values of the rich and powerful come to be unconsciously shared by most people
• hegemony- the idea that the ruling class, capitalist ideologies are presented as common sense in the media

Question 4

What is a media example for cultural effects model?

Answer 4

• constant TikTok’s on consumer culture

Question 5

What is the drip drip effect model?

Answer 5

• the more an ideology is dripped into society by the media, the more people believe it and accept it as true
• compassion fatigue- empathising with situations less sincerely

Question 6

What is a media example for the drip drip effect model?

Answer 6

• global warming, many people aware but are desensitised so do not take action