sociology media topic 5

Question 1

What is Hypodermic Syringe Model ?

Answer 1

Model of relationship between the media and audience sees a direct correlation between real life violence and anti social behavior and such behavior in such media such as film - media injects ideas into people’s heads

Question 2

Banduras example of HDS Model

Answer 2

Bobo Doll experiment and copycat violence

Question 3

Explain Slenderman 2014

Answer 3

Two friends lured 12 year old girl into words and stabbed her 19X to prove to slender man

Question 4

Who can we criticize HDS Model ?

Answer 4

Not everyone who listens or watched media commits violence or anti social behavior so it is too deterministic

Question 5

Evaluate Banduras Results

Answer 5

Inaccurate due to :
Social Desirability
Articifical environment
Not representative

Question 6

What’s is desensitization?

Answer 6

Children’s prolonged exposure to violent and sadistic images leads them to desensitize and see violence as normal and behave in more anti social ways

Question 7

How does Huesmann Et Al 2003 evidence to support Desensitization ?

Answer 7

Studied 300 young people from age 8 to 20
Found those who watched media at early age were more aggressive

Question 8

How can we evaluate Huesman et Al 2003 ?

Answer 8

Correlation does not mean causation

Question 9

What are the 2 censorship rules ?

Answer 9

Age Certificates on films
9 Oclock Watershed

Question 10

What do McCabe and Martin 2005 argue ?

Answer 10

Argue media violence has a disinhibition effect as it convinces children that in some situations normal rules about conflict can be ignored , this is because in many films violence is seen as a heroic act which brings reward rather than punishment

Question 11

What do feminist sociologists argue about applying HDS model to non violent behaviour ?

Answer 11

Look at role of media in contributing to low self esteem and eating disorders in women and role of pornography in encouraging negative attitudes towards women

Question 12

What do marxists sociologist Marcuse argue about applying HDS model to non violent behaviour ?

Answer 12

Marcuse sees media as directly transmitting a mass culture based on consumerism , making them more vulnerable to ruling class ideology

Question 13

How does catharsis criticise HDS Model ?

Answer 13

This is a safe release of violence or aggressive impulses by taking part in sport , playing computer games or watching on screen violence

Question 14

What do Fesbach and Sanger say about catharsis ?

Answer 14

Screen violence can provide a safe outlet for people’s aggressive tendencies

Question 15

How does sensitisation criticise HDS Model ?

Answer 15

Sociologists argue that seeing effects of violence and especially the pain and suffering that it causes to the victim and their families may make viewers more sensitive of its consequences and so less inclined to commit violent acts

Question 16

What does Ramos Et Al say about sensitisation ?

Answer 16

Participants in their research were significantly more empathetic towards victims suffering when they knew they were watching real life violence rather than fictional violence

Question 17

What are problems with lab studies which criticise HDS Model ?

Answer 17

1)People behave differently under lab experiments rather than everyday environments
2)Media habits are generally controlled by parents , especially when young so without parents their behaviour may change
3)Hawthorne effect

Question 18

How can we criticise HDS Model doesn’t differentiate between different types of violence and audience interpretations ?

Answer 18

1) Different types of violence such as boxing and cartoon violence , authentic violence , functional violence
2) Only focuses on certain types of violence and is selective in its approach to media

Question 19

How does being deterministic criticise HDS Model ?

Answer 19

Many young people see violent images and do not commit violent acts , so clearly other factors effect violence , suggests people carry out violence after watching is not guaranteed

Question 20

How does children being sophisticated media users criticise HDS Model ?

Answer 20

Children can distinguish between fictional and cartoon violence and real life violence from and early age

Question 21

How does statistics children being sophisticated media users criticise HDS Model ?

Answer 21

1) 52% of 12-15 year olds are aware ads are main source of funding on the site
2) 47% aware that vlogs are often paid to endorse products

Question 22

What does Milwood Hargrave children being sophisticated media users criticise HDS Model ?

Answer 22

Found no evidence of confusion in children’s minds between fictional and real life violence

Question 23

How does HDS approach scapegoat the media and ignores other causes of violence ?

Answer 23

Often fails to consider other social and psychological factors that may motivate violent or anti social behavior, such as poor parenting, childhood trauma , the peer group , drug abuse , mental illness

Question 24

What does Ferguson criticise HDS approach scapegoat the media and ignores other causes of violence ?

Answer 24

Violence in USA has fallen by 83% in the past two decades despite an explosion in a number of violent computer video games

Question 25

What is an active audience approach ?

Answer 25

HDS Model of the relationship between the media and the audience can be criticise on a number of grounds , not at least that it treats the audience as excessively passive and neglects their choices , look at audience actively

Question 26

What is the first step of selective filter model ?

Answer 26

Selective exposure - Audience must choice to view , read or listen to media to be influenced by it , this is affected by interests , education , age , gender , class

Question 27

What is the second step of selective filter model ?

Answer 27

Selective perception - Audience may view media content but reject it because it doesn’t fit their perception of the world , feminist likely to reject story condemning a celebs weight gain or outfit choice

Question 28

What is the third step of selective filter model ?

Answer 28

Selective Retention - Media content has to be retained to influence the audience , we simply target a large amount of information we are exposed to and are more likely to remember things we are agree with

Question 29

How can we evaluate the selective filter model ?

Answer 29

1) Unlike the HDS model , theory is useful as it acknowledges audience members have choices about what they consume 2) Acknowledges idea that social groups influence way audience select and interpret media

Question 30

What is the uses and gratifications model ?

Answer 30

Suggest people use media actively to fulfill their own personal needs, which is dependent on class ,age and gender

Question 31

What is the first step of uses and gratifications model ?

Answer 31

Escapism - Escaping worries about jobs , relationships , money issues , immersing themselves in media

Question 32

What is the second step of uses and gratifications?

Answer 32

Personal relationships - Compensating for a lack of community in our lives by following TV characters

Question 33

What is the third element of uses and gratifications model ?

Answer 33

Personal identity - People may use media to makeover their identity , whether presenting themselves as fashionable on social media , teen uses of LGBT in media to make sense of sexuality

Question 34

How can we criticise uses and gratifications model ?

Answer 34

1) Marxists - GUMG argue that the choices the audience has are restricted 2) Postmodernist - Argue we can’t simplify people’s needs and tastes to few categories

Question 35

What is reception analysis model ?

Answer 35

People interpret media differently due to social backgrounds

Question 36

How can we criticize uses and gratifications model ?

Answer 36

Doesn’t look for model at age groups , classes , ethnic groups in different ways

Question 37

Who researched reception analysis model ?

Answer 37

Morley

Question 38

What is the first reading of reception analysis model ?

Answer 38

Preferred readings - Ruling Class ideology is put out as they are owners, owners view is put out and audience gradually takes on ruling class ideology of their own so RC ideology and messages are dominant and powerful

Question 39

What is the second readings of reception analysis model?

Answer 39

Negotiated reading - reinterpreted content to fit own views , messages are mostly accepted by the audience

Question 40

What is the third reading of reception analysis model ?

Answer 40

Oppositional reading - messages presented by the media are either rejected or interpreted in a different way than intended

Question 41

What model sees audiences as very diverse and engaged in active choices and sees media messages as polysemic interpreted in different ways ?

Answer 41

Reception analysis model

Question 42

How can we criticise reception analysis model ? A03

Answer 42

Respondents reaction may have been affected by the fact that they did not see the news programme in their natural environment

Question 43

How do feminists criticise the reception analysis model ? A03

Answer 43

Argue that the theory implies it is easy to negotiate or reject media messages , but ignores cumulative effect of patriarchy being enforced all the time

Question 44

What is the cultural effects model ?

Answer 44

It argues that media content contains messages which reflect the interests of media owners

Question 45

What did Lyengar and Simon find in cultural effects model ?

Answer 45

Found those who relied most on TV news of the Gulf War were more likely to favour a military rather than a diplomatic solution

Question 46

What is the drip drip effect in cultural effects model ?

Answer 46

Over time, through a ‘drip-drip effect’ most people come to accept these ruling class values e.g. ‘material possessions bring happiness’, ‘the wealthy have worked hard for their position, ‘many people on benefits are lazy scroungers’

Question 47

What are strengths of the cultural effects model ?

Answer 47

Recognizes that relationship between media and audience is complex as people interpret messages differently based on social and cultural context , audience is not entirely passive or active

Question 48

What is the weakness of the cultural effects model ?

Answer 48

Marxist argue that people still spend billions on advertised products as people everyday buy things they do not need because media companies have created false needs

Question 49

What is the postmodernist approach ?

Answer 49

The postmodernist model focuses on how individual members of the audience create their own meanings from a media text. They argue generalisations about the effect of the media on its audience are impossible, as viewers and readers may react to the same content in multiple different ways. All of these reactions and interpretations are of equal value, as there is no single truth. Therefore, it is impossible to say whether the media is having a positive or negative effect on its audience.

Question 50

What is a strength of the postmodernist model ?

Answer 50

The postmodernists view is useful to the extent that it recognises that audiences and interpretations are extremely diverse

Question 51

What is a weakness of the postmodernist view ?

Answer 51

As the postmodernist approach does not identify any clear effects the media has on its audience, it is arguably not very useful for enhancing our understanding of the media-audience relationship

Question 52

What can the postmodernist approach be used to criticize ?

Answer 52

All other models