How the media affects its audiences

Question 1

What are the ways the media can affect / Influence its audiences ?

Answer 1

. HSM - Hypodermic syringe model

. TSF - Two step flow model

. Selective filter

. UGN - Uses and Gratifications

. RAM - Reception Analysis Model

. CEM - Cultural effects model

. PM - POST MODERNIST

Question 2

What is the Hypodermic syringe model

Answer 2

The idea that exposure to media has a direct and immediate effect on the audience and their behaviour

• Media has the power to transmit a mass culture in favour of the ruling class
• Operationalisation of ‘violence’

Question 3

Bandura and McCabe Martin

Answer 3

Both claim that violence causes a disinhibition effect where normal rules can be suspended and replaced with violence

Question 4

Newson

Answer 4

Argues that violent images are too widely available for young viewers which may lead to desensitisation

Question 5

Orbach

Answer 5

Argues that media is creating a generation of women with eating disorders

Question 6

Evaluations of the HSM

Answer 6

Positives +
. There is more empathy gained from more exposure to violence

. catharsis - Prevents real life violence

Negatives -
. The HSM model assumes that audiences are completely passive and unable to reject messages

. HSM fails to accept that audience is able to put violence into context

. Methodological issues in the way - the effect is studied during to artificiality