Cultural Effects Model

Question 1

What is the culture effects ‘drip drip model’

Answer 1

• over-time audiences will see some ideas and representations so consistently that they will come to accept certain views in support of the dominant ideology as ‘normal’
• despite this, audience can interpret the media in different ways in some instances

Question 2

What is the interpretvists approach within the culture effect model?

Answer 2

• empathise the audience is stronger to interpret media content

Question 3

What is Morley’s view on the cultural effect model?

Answer 3

• argues that the audience decode the message - they do this in 3 ways
  1. Preffered dominant ideology
  2. Negotiated reading
  3. Oppositional reading

Question 4

What is Klappers view point on the cultural effect model?

Answer 4

• argues how people filter the message - this can be done 3 different ways
  1. Selection perception
  2. Selection exposure
  3. Selection retention

Question 5

Evaluation of the cultural effects mode?

Answer 5

• able to recognise that audiences are able to interpret the media - some may be critical does depend on their specific circumstances and backgrounds