Media audiences

Question 1

hypodermic syringe point

Answer 1

• media injects text/content to passive media audiences

Question 2

hypodermic syringe evidence

Answer 2

Lasswell
- media audiences accept the messages embedded in media w/o resistance or interpretation

Question 3

hypodermic syringe analysis

Answer 3

Lasswell
- WW2 propaganda
- both sides demonised the enemy
- seen as barbaric and inhumane
- media = powerful - has the ability to create a view to audiences worldwide

Question 4

uses and gratification model point

Answer 4

• media audiences actively consume texts to meet specific needs
• Uses: consumption by media audiences
• Gratification: pleasure gained

Question 5

uses and gratification evidence/analysis

Answer 5

McQuail
- media acts as a diversion =distraction to divert people away from their problems -give e.g
- and personal relationships : media is used to build connections with people - give eg

Question 6

uses and gratification evaluation

Answer 6

Harrison and Rosen
- agency of media producers
- uses and gratification model suggests audiences also have agency

Question 7

encoding and decoding model point

Answer 7

• audiences interpret media messages depending on their backgrounds