Media Flashcards
(52 cards)
Direct effect
Media has an immediate and powerful effect on society
Hypodermic syringe model
THEORIST: Packard
Media penetrates straight into the mind of the audience
Becker
Impact on media in Fiji
Girls with tv are 3x more likely to have an eating disorder
74% found themselves ‘to big’
Bandura
Bono doll experiment
Children’s imitation of violence
Catharsis
THEORIST: Feshback and Singer
Media can provide a safe release of aggression
Deterrent
THEORIST: Young
Media violence can in fact put people off violent behaviour
Direct effect - Evaluation
People blame the media rather than social inequalities
Direct effect - evaluation
Bobo doll study does not reflect real life
Active audience
Theory argues that the audience uses, interprets and makes sense of media
Mquail
Audiences are active in their approach to the media
Uses and gratification model
Audiences use the media for their own purposes and needs
Zillmann / Mquail
Audiences are active in their approach to media. Mood influences media choices
Mquail
4 ways people use media
1. Information
2. Identity
3. Interaction
4. Entertainment
Coding and decoding
THEORIST: Hall - Neo-Marxist
Suggests different ways of ‘reading’ a media message
1. Dominant reading - believe it
2. Negotiated reading - alternative idea
3. Oppositional reading - totally different idea
Selective filter model
THEORIST: Klapper
Media reinforces previous beliefs
1. Selective filter
2. Selective perception
3. Selective retention
Selective exposure
A media message must be chosen to be viewed, read or listened to
Selective perception
The message has to be accepted. The audience may choose to take notice of one message but reject another
Selective retention
Message has to stick. People have the tendency to remember things they broadly agree with
Active audience- Evaluation
Marxist
Media creates needs.
Moral panics
Cohen
Process of stages
1. Media uses exaggerated language to write about deviance from a group
2. public anxiety
3. Police react
4. Social awareness means more join the deviance
Goode and Ben-Yehuda
Elements not process
1. Concern
2. Hostility
3. Consensus
4. Disproportionately
5. Volatillity
Furedi
Moral panics result when society fails to adapt to social change and there’s a loss of control
McRobbie
Postmodernist
Panics are no longer about social control but about the fears of being out of control
Deviancy amplification model
THEORIST: Wilkins
Social deviancy
Media strengthens and magnifies deviancy. This creates a moral panic
