Media models Flashcards
(13 cards)
Hypodermic syringe model.
A completely passive audience. The media directly injects messages into them, creating a ‘mass of unthinking robots’ with no media literacy. They accept dominant ideology , like misogyny and racism, causing a change in behaviour. Supported by feminists (Dworkin- porn) and Marxists (false class consciousness).
HSM Study.
Bandura: children were shown a film of dolls being treated violently by adults. When places in a room with similar dolls, they acted in the same manner.
HSM Strength and weaknesses.
S -Feminists. Porn consumption leads to domestic violence and normalises rape.
W -Not everyone reacts the same to media (CAGEs), ignoring an active audience.
Personal relationships are more influential than the media in forming opinion.
Cultural effects model (neo-Marxist).
Passive audience that choses not to be active because of entertainment. The media has a ‘drip-drip’ effect, where the audience slowly accepts ruling class ideology as fact. Media has been dumbed-down to include more celebrity and less politics (Love Island, Benefit street). The bourgeoisie protect their interests through the media.
CEM Study.
GMG Miners Strike. The media demonised the workers, turning public opinion against them, reducing public support.
CEM strengths and weaknesses.
S -Shows how the media can impact audiences.
Marxists. False class consciousness is formed over time to keep the proletariat from committing revolution.
W -Buckingham. Audiences interpret media based on their own experiences.
2 Step Flow Model.
Mixed. Media message is interpreted by active opinion leaders, who relay it to passive individuals. Personal relationships are more influential than mass-media at constructing beliefs, as opinion leaders are seen as trustworthy sources (Daily Mail, Trump).
2SF Study.
Benefit Street. Opinion leaders discuss the show because they are active, leading to passive individuals accepting that all working class are ‘benefit scroungers’ and work shy.
2SF strengths and weaknesses.
S -Shows how there are passive and active audiences.
Applies to new media eg Twitter.
W -Not everyone has an opinion leader, but rely on personal experiences.
Ignores media literacy.
Reception Analysis Model.
Mostly active. Media producers encode messages, which most of the audience decode and see as common sense.
Preferred- The audience accepts the message portrayed by the media.
Negotiated- The audience mostly accept the message, but can find holes in it.
Oppositional- Completely rejecting all messages.
RAM strengths and weaknesses.
S -Shows how the media promotes ideas.
Show how different social groups interpret media differently.
W -Not everyone consumes media eg old people.
People can not be fully oppositional because of the drip-drip effect.
Uses and Gratifications Model.
Active. People use the media for their own personal needs and interests.
Diversion- Leisure and escaping their daily routine.
Surveillance- Accessing information about current events and forming opinions.
Background wallpaper- Have on while doing other things.
Personal identity- Seek out new identity and confirm others’ (social media trends.)
Personal relationships- Keep up with family and friends.
Uses + grats strengths and weaknesses.
S -Based on new media eg YouTube as background wallpaper.
W -Neo-Marxists. Media owners have more influence than audiences have autonomy.
