Effects Of Media Flashcards
Explain deviancy amplification model and a study supporting this?
Cohen’s folk Devils and moral panics. Media report on a deviant act and exaggerate it then the deviance is amplified by the labelling that occurs through the media.
Name a study associated with hypodermic syringe model? And explain it
Banduras Bobo Doll study. Historical bias. Already described as aggressive. Positivist and Marxist. Messages are injected directly into the viewers minds. Narcotisation.
Explain the two step flow model.
The mass media presents a message, this message is then interpreted through an opinion leader; e.g. President, then this interpreted view is adopted by the public. Katz and Lazarsfeld
Explain the cultural effects model.
This model had adapted the hypodermic model and argues that the messages of the media aren’t directly injected into the brain at first but have a dripping tap effect and the messages gradually become absorbed into the viewers minds. HegEmonic Marxist
Explain the uses and gratification model
This model argues that the viewers can pick and choose what they want to view. Consumer sovereignty. The media gives people what they want. The messages can’t have a direct effect as many can’t remember what they have watched.
Explain the selective filter model and its 3 stages.
The selective filter model
In his selective filter model, Klapper (1960) suggests that, for a media message to have any effect, it must pass through three filters.
Selective exposure – the audience must choose to view, read or listen to the content of specific media. Media messages can have no effect if no one sees or hears them. However, what the audience chooses depends upon their interests, education, work commitments and so on.
Selective perception – the audience may not accept the message; some people may take notice of some media content, but decide to reject or ignore others.
Selective retention – the messages have to ‘stick’ in the mind of those who have accessed the media content. However, research indicates that most people have a tendency to remember only the things they broadly agree with.
Explain reception analysis model.
Audience view media differently according to age gender ethnicity religion. Interpret them differently. Polysemic. Morely- nationwide, socioeconomic status. Dominant oppositional negotiated
Explain the postmodernist model effect.
People create their own meanings and views. Societies are media saturated and have an effect on people’s identities.
