Booklet 3

Question 1

What did Hypodermic syringe model say?

Answer 1

• audience passively accepts messages injected into them by mass media
• link Packard, magic bullet theory, directed at impact of advertising

Question 2

What is a media example for hypodermic syringe model?

Answer 2

• Muder of James bulger, 10yr old killers were exposed to movie ‘Child’s play’, some acts of torture very similar to film

Question 3

What did Newson say?

Answer 3

• exposure to violence has desensitising effect and more likely to commit acts of violence in reality
• led to increased censorship such as age certificates

Question 4

What is a media example for Newson?

Answer 4

• Grand theft auto crime spree- exposed to in media as game and seek to feel adrenaline in real life

Question 5

What did Bandura say?

Answer 5

• Bobo doll second experiment where children shown Bobo doll being beaten up in real life, film and cartoon
• those who saw violent examples imitated

Question 6

What is a media example for Bandura?

Answer 6

• murder of James bulger

Question 7

What did Katz and lazarsfeld say?

Answer 7

• two step flow model
• personal relationships and conversations result in modification or rejection of media messages
• opinion leaders exposed to media content, those who respect opinion leader internalise interpretation and transmit messages forward

Question 8

What is a media example for Katz and Lazarsfeld?

Answer 8

• Brexit in the media, parents often opinion leaders, transmit information to their children

Question 9

What did Gramsci say?

Answer 9

• cultural effects model
• media transmits capitalist cultural values and norms
• values of the rich are unconsciously shared by most people, hegemony

Question 10

What is a media example for Gramsci?

Answer 10

• Constant content on Tik tok of consumer culture

Question 11

What did the drip drip effect model say?

Answer 11

• more subtle effects than immediate ideology dripped into society
• media gradually influences audience over period of time and changes norms
• causes desensitisation over long period of time

Question 12

What is a media example for drip drip model?

Answer 12

• global warming- desensitisation as many people are aware of it but don’t take action

Question 13

What did McQuail say?

Answer 13

• Use and gratifications model, audience use media to satisfy their needs
• common reasons for media use: personal identity, integration and social integration and entertainment

Question 14

What is a media example for McQuail?

Answer 14

• Netflix used as source of entertainment

Question 15

What did Hall say?

Answer 15

• coding/decoding model
• audience are active not passive
• 3 ways of reading media messages: dominant reading, negotiated reading and oppositional reading
• active audience engages, interprets and responds to media text
• passive audience accept messages

Question 16

What is a media example for Hall?

Answer 16

• Loren Allred britains got talent golden buzzer

Question 17

What did Klapper say?

Answer 17

• audience not passive receptors but media reinforces already held beliefs
• selective exposure, selective perception and selective retention

Question 18

What is a media example for Klapper?

Answer 18

• anti vaping messages

Question 19

What did Cohen say?

Answer 19

• Study on folk devils and moral panics
• mods and rockers

Question 20

What is a media example for Cohen?

Answer 20

• Mods and Rockers, sporadic fight over exaggerated by media which led to a larger fight in Brighton creates moral panic

Question 21

What did Fawbert say?

Answer 21

• examined newspaper articles on hoodies
• hoodies became sign of mischief

Question 22

What is a media example for hoodies?

Answer 22

• blue water shopping centre banned hoodies

Question 23

What did Goode and Ben yehuda say?

Answer 23

• disagreed with cohens view that moral panics go through stages
• argue 5 elements: concern, hostility, consensus, disproportionality and volatility

Question 24

What is a media example for Goode and Ben Yehuda?

Answer 24

• Anti knife crime

Question 25

What did Ferudi say?

Answer 25

• moral panics arise when society fails to adapt to dramatic social changes and feel loss of control over youth
• older generation believe media responsible for loss of traditional norms and values
• moral panics reflects wider concerns that older generation hold about nature of society

Question 26

What is a media example for Ferudi?

Answer 26

• Mods and rockers

Question 27

What did Hall et al say?

Answer 27

• moral panics benefit capitalism
• ruling class defines what is deviance and defuse who folk devils are
• incidents give ruling class scapegoat to distract attention from real crisis

Question 28

What is a media example for Hall et al?

Answer 28

• 1970 black individuals using crime as political resistance towards repressive and racist state

Question 29

What did Waiton say?

Answer 29

• moral panics less likely to occur as societies no longer have strong central moral code shared by most of the population
• no moral to threaten

Question 30

What is a media example for Waiton?

Answer 30

• social media provides us with variety of norms and values