Media and its Audiences Flashcards
(23 cards)
What is the Hyperdermic Syringe model?
’ Magic Bullet Theory ‘ media owners inject media texts into the veins of audiences, who are passive receivers, unable to resist.
What example does Dworkin give of the Hyperdermic syringe?
- Men who watch pornography often go to abuse their wives
What can the Hyperdermic Syringe create?
- Moral Panics
How can we critique the Hyperdermic Syringe?
- Assumes audiences are passive
- Overstates the power of the media; overrides agencies such as socialisation
Who developed the two step flow model?
Katz & Lazarsfeld
What is the key factor affecting responses to the media in the two step flow?
Opinion Leaders- they are respectable in social groups, form an opinion of information and selectively pass it onto audiences.
What does the opinion leader create?
- A chain reaction; the social groups to which audiences belong can affect their opinions of media texts.
How can we critique the two step flow model?
- More than 2 steps
- Suggests audiences are vulnerable to opinion leaders
- It suggests audiences are divided into passive and active
What theorists created the cultural effects model?
Neo Marxists
Summarise the Cultural Effects Model;
- The media owners interests do influence the content of the media and keeps in line with dominant ideology.
- It also accepts audiences respond to texts different based on their social characteristics ( some accept some reject )
- The media then gradually influences audiences over a period of time which aims to brainwash and shape peoples view of the world; establishing a cultural hegemony
What does Hall talk about?
Encoding & Decoding - content of the media is encoded by those who produce/own it, and contains a belief they want their audiences to hold. Audiences decode the message and can either accept or reject it.
Who talks about Dominant, Negotiated and oppositional reading and what are they?
Morley; how audiences can decode.
- Dominant; decode in the way owners have intended.
- Negotiated; generally accept the encoded texts but amend them in some way to fit their own beliefs.
- Oppositional; reject encoded message
Who talks about Selective Filtering?
Klapper
What are the three filters people apply to their approaches when interpreting the media?
- Selective Exposure; people choose what they read and watch and only choose to engage in media that fits with their existing beliefs.
- Selective Perception; people react differently to the same message and can accept or reject depending on if it fits with their belief.
- Selective Retention; forget material which is not in line with their beliefs.
What does the GMG argue about the Selective Filtering & Reading:
Philo; the media does have power in informing the way audiences view the world and most people do accept dominant ideology’s. They underestimate the extent in which the media can mould peoples understanding of social issues.
Who discusses the Uses and Gratifications model?
McQuail and Lull; humans are thinking, active creative human beings who use the media in various ways for their own desires.
In what ways do people use the media according to McQuail and Lull?
- Diversion
- Personal Relationships
- Identity
- Surveillance
What is the popular case study for violence in the media?
James Bulger; causes MPs about violence and links to media
Newson;
- Link between video violence and real world violence, higher than that of smoking and lung cancer.
Anderson;
- Media violence’s increases the likelihood of aggressive and violent behaviour.
How does Cumberbatch critique Newson?
- His findings are based of nothing but speculation and popular press.
List some effects of media violence;
- Imitation
- Catharsis; decreases violence as there’s an outlet for violent tendencies
- Desensitisation
- Sensitisation
- Psychological disturbance in kids
What are some methodological problems when studying media violence?
- DK what ‘media violence’ is
- Hawthrone Effect
- Ethical issues
