Mass Media Flashcards
Who came up with the hypodermic syringe model ?
Packard in 1957
What 3 studies does the hypodermic syringe model link to
Bandura - social learning theory
Becker - Fijian girls
Anderson - music effect on the audience
What kind of effect does the hypodermic syringe model have on the audience
A powerful and immediate effect
What type of effect is the hypodermic syringe model
Direct
What case shows direct effect
Jamie Bulger case
What model shows indirect effect
Two step flow
How do they believe the media affects them indirectly
They think that people can be influenced by someone else to reject accept or modify the media message
Who proposed the two step flow
Katz and lazarsfeld
What to studies show indirect effect
Blackman - new wave girls
Bennet - middle aged punks
What theory believe that attitudes and behaviours affect different social groups
The cultural effects theory
The media effects people depending on their cultural background what 4 categories determine how an individual will be affected
Gender, social class, age and ethnicity
How is the cultural effect theory show indirect effect
They believe the different social groups will be influenced b their norms and values which Chan effect the way they view the media
What theory links to cultural effects theory
Drip drip theory
What is the drip drip theory
Argues that the media’s effect occurs over a long steady build up over a significant period of time
What is desensitisation
It describes the way audience norms can be altered by viewing particular images
Overtime people become less affected by things that they could be effected by
