indirect effects

Question 1

Katz and Lazarsfeld - Indirect effects

Answer 1

Two step flow model - Conservation with significant others, such as family members, friends, teachers and colleagues, results in people modifying or rejecting media messages rather than just passively accepting them.

Opinion leaders are generally made up of people who expose themselves to more and different types of media. Two steps: 1. The opinion leader is exposed to the media content or messages. 2. Those who respect the opinion leader internalise their interpretation of that content and transmit these messages forward.

Question 2

Drip Drip model - Indirect effects

Answer 2

This model (and other indirect models) can also be known as the ‘drip drip effect’- Rather than having a more immediate ettect (like the direct effect theories), it suggests that the more an ideology is “dripped” into society by the media, the more people believe it and accept it as true. It suggests that the mass media gradually influences the audience over a period of time. It is a slow an subtle process which gradually shapes people’s common sense ideas, assumptions and their everyday view of the world.

Question 3

The Cultural Effects model - Indirect effects

Answer 3

Suggests that over time our norms are changed by viewing certain media content. For example, if we keep viewing violence our view of violence may be that it is more and more acceptable as we become desensitised. Similarly, prolonged exposure to poverty or famine might create ‘compassion fatigue’ where we begin to empathise with situations less sincerely.

Question 4

Marxist Cultural Effects model (Gramsci) - Indirect effects

Answer 4

Hegemony - This refers to the notion that ruling class, capitalist ideologies are presented as common sense in the media.
Media content has strong ideological messages that reflect the values of those who own, control and produce the media. Long term media content like this values the rich and powerful, this is unconsciously shared by most people. People come to believe in values such as: ‘Happiness is about possessions and money’ and ‘being a celebrity is really important’.