Topic 5 Flashcards
(22 cards)
What is a media text?
A media text refers to any media product that describes, defines, or represents something. Examples include movies, TV shows, radio programs, newspapers, magazines, books, posters, songs, advertisements, websites, etc.
What does polysemic mean in relation to media?
Polysemic means that a media text can be interpreted in different ways by different people.
What is the main challenge of researching media effects?
It is difficult to determine whether media alone causes behaviour or if other social factors (e.g., personal experiences) are responsible.
What is the hypodermic syringe model?
The hypodermic syringe model suggests that the media act like a syringe injecting messages directly into a passive audience, who immediately accept and act on them.
what are two criticisms of the hypodermic syringe model?
- It assumes the audience is passive and homogeneous, reacting the same way.
- It assumes people are gullible and easily manipulated, ignoring individual interpretations.
What is the two-step flow model?
The two-step flow model, developed by Katz and Lazarsfeld (1955), suggests that media effects are mediated by opinion leaders who interpret and filter messages before passing them to others.
What is a limitation of the two-step flow model?
It assumes that opinion leaders have a major influence, overlooking the possibility that media messages can still directly influence audiences.
What is the cultural effects model (drip-drip effect)?
This Neo-Marxist model suggests that the media has a gradual influence on audiences over time, subtly shaping their beliefs and values.
How do active audience models view media effects?
Active audience models argue that audiences are not passive; they interpret media differently based on age, social class, gender, ethnicity, and personal experiences.
According to Neo-Marxists, how does the media influence society?
Neo-Marxists argue that the media is owned by the dominant class and spreads the dominant ideology, reinforcing the power and interests of the ruling class.
Violence in the media creates what?
MORAL PANICS
Newson (1994)
established a link between video violence and real-world violence, a link that was allegedly even stronger than the one established between smoking and lung cancer.
Anderson et al.
claimed that research showed indisputably that media violence increased the likelihood of aggressive and violent behaviour, both immediately and in the long term.
A03
Cumberbatch and Ferguson
Conclusions
copycatting or imitation
catharsis
desensitised
sensitisation
psychological disturbances
exaggeration and fear of violence
Livingstone (1996)
points out that any link between media violence and violent behaviour does not mean media violence causes the behaviour.
For example, having shown that those who watch more violent television tend to be more aggressive, researchers must resolve three questions
The questions:
. Whether more aggressive people choose to watch violent programmes (i.e. selective exposure)
• Whether violent programmes make viewers aggressive (i.e. media effects)
• Whether certain social circumstances both make people more aggressive and lead them to watch more violent television
What was banduras experiment
bobo dolls
Bandura 1.
There is a problem with how ‘media violence’ is defined in the first place.
Bandura 2.
The hypodermic syringe model of media effects underlies much of the research.
Bandura 3.
It is almost impossible to avoid the Hawthorne effect
