Media Audience Effects Flashcards
(21 cards)
1
Q
Hypodermic syringe model/magic bullet theory
direct
A
- Audience passively accepts messages injected into them
- Audience seen as homogenous (all the same)
- Audience does not engage with media
2
Q
Newson
direct
A
- Children desensitised to violence due to media
- More likely to commit acts of violence
- Eg. childs play film - James Bulger
- TV / films make children identify with perpetrators
- Led to increased censorship - British Board of Film; agecertificates, 9pm watershed; no sexual/violence until 9pm
3
Q
Bandura
direct
A
- Children act aggressively when given opportunity to
- Children who saw violence (bobo doll hit) imitated violence, but those who hadn’t did not
4
Q
Anderson et al
direct
A
- Students who listened to violent lyrics were more aggressive and hostile (word association tasks)
- Music has direct effect on audience
- Eg. “Shoot Em Up” - Cypress Hill; “make you eat knuckles”
5
Q
Fesbach & Singer
direct - positive
A
- catharsis - watching violence in media acts as an outlet
6
Q
Young
direct - positive
A
- Seeing effects of violence on victim/family makes aud more aware of consequences
- TFTST sensitising effect
7
Q
Two step flow model
indirect
A
- Opinion leaders seen as knowledgeable on something, their interpretations passed onto others
- Step 1 - opinion leader exposed to media message
- Step 2 - those who respect O.L. internalise their interpretation, transmit these messages forward
8
Q
Gramsci
indirect
A
- Media transmits ideas that reflect values of those who own/control media
- Long-term effect is that values become subconsciously shared by most people
- People believe in values such as happiness = possessions and money
- This is called hegemony
9
Q
Drip Drip Effect Model
indirect
A
- Ideology gradually accepted by society, slowly and subtly
- norms/values changed through use of media over time
- We become desensitised over time
- Eg. prolonged exposure to famine or poverty leads to compassion fatigue - we empathise less sincerely
10
Q
Uses and Gratifications Model
active
A
- Audience actively chooses media to suit their needs
- Individual characteristics influence how/why people access the media, based on age, gender, ethnicity, class
- Eg. for information - BBC Weather, for entertainment - YouTube
11
Q
Zillman
active
A
- Mood influences media choice - eg boredom encourages exciting content, stress encourages relaxing content etc.
- The same TV programme can satisfy the needs of individuals differently
supports U&G model
12
Q
McQuail
active
A
- Four common uses for media;
- Information - BBC News
- Personal Identity - Instagram
- Social Integration - Facebook
- Entertainment - Netflix
supports U&G model
13
Q
Coding / Decoding Model (Hall)
active
A
- Audiences code/decode
- Coding - media msgs coded by media professionals to support the power structures of society
- Decoding - audience constructs meaning in a way that reflects their social background and ideas
- Audience is capable of responding to media texts eg recognising bias
14
Q
Selective Filter Model (Klapper)
active
A
- For a media msg to have any effect it must pass through;
- Selective exposure - media msg must be heard, but is heard only by those looking for that specific thing (media exposure affected by interests etc)
- Selective perception - audience may not always accept msg: eg smoker rejects anti-smoking msg
- Selective retention - msgs have to stick in persons mind: we mostly remember things we already agree with
15
Q
Wilkins
interactionist
A
- Deviancy amplification theory:
- Media labels certain groups as going against norms
- “Folk devils” created about groups
- Public glamorises deviancy
- More people take part in it
16
Q
Cohen
interactionist
A
- media presents youth as deviant
- mods v rockers
17
Q
Fawbert
interactionist
A
- Moral panic of hoodies
- Media would use hoodie to refer to describe young thug
- Hoodie became symbol of mischief - referenced even if person wasn’t wearing one
18
Q
Goode and Ben Yehuda
interactionist
A
5 main features of a moral panic
- Concern – People get worried.
- Hostility – Blame is put on a group.
- Consensus – Most people agree it’s a problem.
- Disproportionality – The reaction is over the top.
- Volatility – It comes and goes quickly.
19
Q
Furedi
functionalist
A
- Moral panic caused due to society fails to adapt to social changes, and feels a loss of control over youth
20
Q
Hall et al
Marxist/Neo Marxist
A
- Moral panic used to distract people
- r/c control media, and control what is “deviant”
- Therefore decide who folk devil is about
- Eg. “black mugger” used during British economic crisis to distract from real cause
21
Q
Waiton
postmodernist
A
- Society no longer has centralised morals that everyone believes in
- Therefore, moral panics cant occur if there’s no morals to threaten
