Topic 4- The Relationship Between Media, Media Content, Presentation & Audiences

Question 1

name the 6 models of audience responses

Answer 1

• the reception analysis model
• the uses and gratifications model
• the cultural effects model
• the selective filter model
• the two step flow model
• the hypodermic syringe model

Question 2

what is the hypodermic syringe model?

Answer 2

• The Hypodermic Syringe Model (HSM) links media violence with real-life antisocial behavior.
• It views audiences as homogeneous and passive, absorbing media content without resistance.
• Media is seen as directly “injecting” powerful messages into the audience, like a syringe or bullet.
• Audiences, especially children and teens, are considered highly impressionable and vulnerable.
• The model suggests media has an immediate and powerful effect on behavior and attitudes.

Question 3

what are 3 examples that support the hypodermic syringe model?

Answer 3

• bandura’s bobo doll experiment
• copycat violence- films such as the Dark Knight Rises (Batman) led to a shooting in Colorado during a midnight showing of the film in 2012
• Packard argues consumers are being persuaded to consume goods Contemporary celebrity culture is becoming increasingly influential in the lives of the masses

Question 4

what are 3 rejections of the hypodemric syringe model?

Answer 4

• The HSM sees the audience as HOMOGENEOUS – all the same. This is not the case. Audiences are ACTIVE and DIVERSE, they are affected by their own life experiences and social characteristics: age, gender, ethnicity, sexuality, disability and class
• Young suggests seeing violence and its negative effects can make audiences more aware of the consequences and less inclined to commit the act – a process termed ‘SENSITISATION’.
• Bandura et al (1961) the “Bo-Bo Doll Experiment” and suggests, as this was a laboratory experiment, children were placed in an artificial setting and would not/response this way in a natural, real-life situation

Question 5

what is the 2 step flow model?

Answer 5

• step 1 opinion leaders- people who have a platofrm view and select media content then have an opinion
• step 2- content is then passed with this view onto other members so audiences are influenced by filtered media content

Question 6

give 2 points supporting two step flow model

Answer 6

• Lamb explored the use of Twitter and argues users engage in the ‘Two-Step Model’ suggesting content is often filtered, mediated and selected by ‘opinion leaders’ on the site and then ‘tweeted’ to their followers
• This model sees the audience as active social beings who engage with media content through discussion and interpretation, often influenced by opinion leaders and their social networks.

Question 7

give 2 rejections of two step flow model

Answer 7

• Although the model places a degree of activeness onto the audience, the model still assumes the majority of the audiences are PASSIVE in their acceptance of media content, INTERACTIONISTS would argue everybody has the ability to form their own opinion and views regarding the media content they view.
• People most at risk of being influenced by the media may be socially isolated individuals who are not members of any social network. Such individuals do not have access to an opinion leader who might help interpret media content in a healthy way

Question 8

what is the selective filter model?

Answer 8

media must pass through 3 filters
* selective exposure- audience must choose to consume specific media content
* selective perception- audience may view content but decide to reject it because they don’t agree
* selective retention- most people remember things they agree with. 3 minute culture means we only have an attention span of 3 minutes

Question 10

who came up with selective filter model?

Answer 10

klapper

Question 11

what is the cultural effects model?

Answer 11

• The Marxist cultural effects model sees media as promoting capitalist values, with audiences actively and critically interpreting its messages over time.
• The models suggest media audiences are not PASSIVE and INSTANTANEOUSLY affected by the media (e.g. as suggested by the HSM) but are instead ACTIVE and ENGAGED with the media, interpreting it critically.

Question 12

how do marxists apply the CEM

Answer 12

• The CEM argues that as the media is owned and controlled by the most powerful within society it is their interests that strongly influence the content of the media.
• Marxists would argue these interests are of the ‘BOURGEOISIE’ and the media is a source of transmission for ‘CAPITALIST IDEOLOGY’

Question 13

give one argument supporting cultural effects model

Answer 13

• Heavy reliance on TV news, especially from embedded journalists, led to greater public support for military action.
• Reese and Lewis found post-9/11 news uncritically echoed the U.S. government’s “war on terror” narrative, helping justify the invasions of Afghanistan and Iraq.

Question 14

give 1 rejection of cultural effects model

Answer 14

• Although the CEM has its origin in early Neo-Marxist thinking, later Neo-Marxist commentators, e.g. Philo, are highly critical of the suggestion that audiences can and do make their own interpretations of media content.
• People can only be critical of dominant media accounts if they have access to alternative forms of information and this is not available to most people

Question 15

what is the uses anf gratifications model?

Answer 15

This model sees media as having a weak effect, with audiences as active, thinking consumers who use media for their own needs and interests. Media use varies by factors like class, age, gender, and ethnicity. Blumler and McQuail identify four basic needs TV helps satisfy.

Question 16

what re the 4 basic needs that blumler and mcquail identify on the uses and gratifications model?

Answer 16

• Diversion: Media offers escape from daily stress or dissatisfaction, providing entertainment or fantasy.
• Personal Relationships: Media can replace social interaction, offering companionship through characters and stories.
• Personal Identity: People use media to explore or shape their identity, often influenced by relatable characters or social media.
• Surveillance: Media provides information and news, helping audiences understand and engage with the world around them.

Question 17

what are 2 supporting ideas of uses and gratifications model?

Answer 17

• The model recognizes that audiences’ are diverse groups and how they use the media will vary from one audience member to another audience member, the model takes account of an individual’s social characteristics, e.g. class, age, gender.
• Park et al used the model as a basis for their research in ‘Facebook Groups’ they concluded that these groups were used by users to satisfy multiple needs e.g. entertainment, socializing etc.