media and audiences

Question 1

what is the hypodermic syringe model?

Answer 1

• audience is passive; media injects messages directly into audiences minds
• media violence causing aggression (Bandura’s Bobo doll experiment)
  AO3: outdated; ignores audience interpretation

Question 2

what is the two-step slow model?

Answer 2

media –> opinion leaders –> audience (Katz and Lazarsfeld)
AO3: recognises social influence but issues a linear path

Question 3

what is the uses and gratifications model?

Answer 3

• audiences actively select media to meet needs (Blumler & Katz)
• information, personal identity, integration, entertainment
  AO3: too individualistic, underplays media power

Question 4

what is reception theory?

Answer 4

• Hall: audience decodes messages in three ways: dominant, negotiated, oppositional
• news story on immigration may be accepted, challenged or rejected
  AO3: highlights active audience role, limitedly audience media literacy

Question 5

what is the cultural effects model?

Answer 5

• media effects are gradual and cumulative, shaping worldviews over time (Gerbner et al)
• repeated negative portrayals of certain groups may create unconscious bias
  AO3: explains subtle influence but hard to prove