Media Models Flashcards
(8 cards)
what are the 6 main media models
- Hypodermic syringe model
- Uses and gratification model
- Cultural effects model
- Two step flow model
- Selective filter
- reception analysis model
What is the hypodermic syringe model and which sociologist said this
-Suggests that the audience is passive as their behaviour is being influenced by the media consumption
it states that there is a direct correlation between violence and anti social behaviour portrayed in the media and violence and anti social behaviour in real life. also suggests that teens and children are vulnerable to be influenced by this
Bandura et al (1963) was a laboratory experiment to where children were exposed to films or shows of a self righting doll being attacked with a mallet. It was concluded that the violence lead to an imitation or ‘copycat violence’
what can be an argument against hypodermic syringe model and which sociologist said this
Fesbach and sanger said that screen violence can provide a safe outlet for peoples aggressiveness tendencies - essentially saying that viewing violent content people can actually become less violent in real life
What is the uses and gratification model and which sociologist said this
-suggests that the audience is active they actively use the media to fulfil their needs
blimmer and McQuail and lull see the media as active through 4 main uses of the media:
-Diversion = people use the media to make up the satisfaction in their daily lives e.g. fifty shades of grey for their unromantic life
-Personal relationships = people use the media to feel apart of a community
-Personal identity = people use media to “make over” or modify their identity. Social media allows people to present a specific version of themselves in their life
-Surveillance = people use the media to obtain information, follow the news ect
what is the cultural effects model (Marxist)
- suggests that the audience is passive as they’re mindlessly internalising capitalist ideology over a period of time
model suggest that the medias role is a part of a super structure. Marxists argue that the ruling class use the media in order to transmit ruling class ideology but is done subtly over time
marxists believe that this is dumbing down of media content
what is the two step flow model and which sociologist said this
- suggests that the audience is somewhat active as they have to choose to engage with the opinions leaders interpretation but then following their lead
it goes through two stages
what is the selective filter model and which sociologist said this
suggests that the audience is active as they are actively choosing which media messages to access, engage and retain
klapper suggests that media messages have to pass through the following filters in order to be effective
1- selective exposure = audience has to choose to view, read or listen to the media content
2- selective perception = audience has to take notice of the media content - may ignore or reject it
3- selective retention = messages have to stick in the minds of those who have accessed the content. research indicates that people have a tendency to remember things which they agree with
what is the reception analysis model and which sociologist said this
suggests that the media is active, media is not active, impressionable and homogenous, rather they act in variety of subcultural ways
Morley researched 29 groups made of people from a range of educational and professional backgrounds
-dominant reading = people focus on the test and the producers intended it to. go along as legitimate
-oppositional reading = audiences reject preferred or dominant reading e.g. those who are anti monarchy
-negotiated reading = audiences generally accept preferred or dominant reading but some might not or amend it to some extent
