Indirect Effects

Question 1

Katz and Lazarfeld - two - step flow model

Answer 1

Suggest that personal relationships and conversations with significant others result in people modifying or rejecting media messages rather than passively accepting them
They argue that social networks are usually dominated by what they call opinion leaders
Opinion leaders are generally made up of people who expose themselves to more and different types of media
Seen as experts in septic matters and their interpretations are then passed on to their member of their social circle
Step 1 - the opinion leader is exposed to the media content/ messages
Step 2 - those who respect opinion leader internalise their interpretation of the content and transmit these message forward

Question 2

The cultural effects model / drip drip effect

Answer 2

How the media effects attitudes and values depending on the cultural background of the audience
The more an ideology is dripped into society by the media , the more people believe it and accept it as true

Question 3

Gramsci - Marxist cultural effects model

Answer 3

ideological messages that reflect the values of those who own , control and produce the media
Values of the rich and powerful come to be unconsciously shared by most people - hegemony - ruling class , cavalier ideologies are presented as common sense in the media

Question 4

Zillman - active audience models

Answer 4

Persons mood may influence their media choices
The same TV programme may satisfy the needs of individuals differently

Question 5

McQuali - active audience

Answer 5

4 common reasons for media use :
Information
Personal identity
Integration and social integration
Entertainment

Question 6

Hall - Neo Marxist active audience

Answer 6

Active not passive
Coding and decoding

Question 7

Klapper - selective filter model

Answer 7

Selective exposure - audience choose what to view
Selective perception - may not accept message
Selective retention - the message has to stick