media models Flashcards
who created two step flow model
Katz and Lazasfeld
what does the two-step flow model state about the audience
audience is somewhat active as they have to choose to engage with the opinion leaders interpretation , but then follow their lead
what is an opinion leader
a person or organization who is trusted by their community and can influence others’ opinions on a specific topic. Opinion leaders are often well-informed and have strong ideas on a range of issues.
what do Katz and Lazasfeld suggest
personal relationships and conversations with significant people in our lives like family and friends results in people modifying or rejecting media messages
what are the two steps media content goes through
Firstly - opinion leaders get information from a media source.
Secondly – opinion leaders then pass their own interpretation along to others such as friends and family members (the influenced).
why are people influenced by opinion leaders
they see them as trust worthy and well informed
give examples of two-step flow
- fashion magazines predicting next season trends
-Examples of Two – Step flow theory include elections for example in the 2017 UK general Prime Minister Teresa May did not take part in an election debate with six other party leaders. An opinion leader may have watched the debate and then told their friends who did not watch the debate that the Prime Minister bottled out as she was scared to debate with the other leaders.
what can be the problem with opinion leaders projecting their internalisation of media content onto others
however, opinion leaders may promote subjective or problematic views, leading to cultural elitism or dangerous ideologies. Their authority means they are vulnerable to criticism, especially in a diverse media landscape. Some promote negative societal views, generating conflict.
what does the selective-filter model state about the audience
audience is active as they choose which media messages to access , engage and retain
what are the 3 filters clapped believed media content had to pass through
Clapper proposed 3 filters that media messages pass through: selective exposure, selective perception, and selective retention.
what is selective exposure
audiences choose what to watch
-e.g based on demographics like age and gender
-also censorship denies some people access
what is selective perception
audience can ignore or reject media content
-possibly it doesn’t align with their views
-sociologists found people seek out media that affirms their pre made views
what is selective retention
content has to stick for it to have an effect.
Audiences are more likely to remember content they agree with.
what does the reception-analysis model state about the audience
audience is active and acts in a variety of subcultural ways so media is polysemic and has multiple interpretations
what did morely say about audience
According to Morley audiences came from many different cultures and thus there were many possible ‘negotiated’ readings. He further argued that individuals had many aspects to their identities, and they interpreted media content in a variety of ways, often chopping and changing their interpretations over time.
what did Morely find about the 3 types of reading/media interpretation
Moley’s research identified 3 types of media interpretation: preferred reading where the audience conforms to the dominant view, oppositional reading where the audience challenges the message, and negotiated reading where the audience critically analyzes the message and forms a balanced view.
give an example that can be applied to a 3 types
The model explains how the same media message can have different meanings for different people. An example is how people interpreted COVID-19 media messages - most conformed to the preferred reading, some were openly critical (oppositional), and others formed a negotiated view agreeing with some aspects but not others.
criticise Morelys research
Moley’s study lacked ecological validity as participants viewed media in an artificial environment. So can’t be applied to real life media consumption
what does the hypodermic syringe model state about audience
audience is passive and influenced by their media consumption
what does the hypodermic syringe model believe
The hypodermic syringe model believes that the media can have a direct and immediate effect on the audience. This model sees the audience as a ‘homogeneous mass’ (all the same), as passive and believing what they see in the media without questioning the content.
what did the hypodermic syringe model find a correlation between and what groups were very susceptible
on-screen violence and anti-social behaviours in real life
-teens and children vulnerable as they are in early stages of socialisation
what happened in banduras study/what did it show
The Bandura ‘Bobo Doll’ experiment is evidence that media-violence can ‘cause’ children to act more aggressively when given the opportunity to do so. Bandura showed three groups of children real, film and cartoon examples of a bobo-doll being beaten with a mallet.
A further group of children were shown no violence. The children were then taken to a room with lots of toys, but then ‘frustrated’ by being told the toys were not for them. They were then taken to a room with a mallet and a bobo-doll, and the children who had seen the violent examples (whether real, film, or cartoon) imitated the violence by beating the doll themselves, while the children who had seen no violence did not beat the doll.
what did Nelson believe media violence was doing to children
Newson (1994) theorised that the effects of media violence on children were more subtle and gradual. She argued that continued exposure to violence in films over several years ‘desenstised’ children and teenagers to violence and that they came to see violence as a norm, and as a possible way of solving problems. She also argued that television and film violence tended to encourage people to identify with the violent perpetrators, rather than the victims.
what did Nelsons research lead to
Newson’s research led to increased censorship in the film industry – for example, the British Board of Film was given the power to apply age certificates and T.V. companies agreed on a 9.00 watershed, before which shows would not feature significant sexual or violent scenes.
