Media And The Audience Flashcards
(18 cards)
What is a passive audience
like a sponge, they just soak up whatever the media shows them
What is an active audience
They think for themselves
they pick and choose how to respond
Explain the hypodermic syringe model
The media injects messages into people’s minds
The audience become passive
Give an example of the hypodermic syringe model
Watching violent films might make people violent
Explain two step flow model in 4 steps
Opinion leaders watch or read the media first.
Then talk about it so others hear their views.
Ur influenced by someone you trust
audience isn’t fully passive, but they’re still influenced.
Give 3 examples of opinion leaders
Celebs, friends, influencers
What is the uses and gratification theory
The idea that we use the media to get what we want
Give 4 reasons people use the media
To escape from stress
To fit in or talk with friends
To learn
To find identity
What is halls reception theory on how people read the media
People read media differently depending on their background or beliefs
Give three examples of reading media differently
Preferred reading, negotiated reading, oppositional reading
Preferred reading
You agree with the message
negotiated reading
You partly agree
oppositional reading
You reject the message
What are the short term effects of media
Fear, copying violence
What are the long term effects of media
Desensitation - you stop reacting to violence after seeing too much of it
Mean world syndrome - you think the world is more dangerous that it is (Gerbner)
Whats Cultural effects model (media shaping)
The idea that media shapes our beliefs especially about gender, class, race
It’s like a drip effect - small messages add up overtime
What are postmodernist views on the media
Media is everywhere, we mix and match what we want from it
Audience is super active now - we scroll, swipe choose, post and ignore what doesn’t suit us
Media doesn’t tell us what to think - we create our own meanings
