Media Flashcards
What does gerbner et Al believe in
he suggests that violence in the media leads to violent behaviour and anti social behaviour
What do feminists such as dworkin believe in
They argue that excessive consumption of pornography encourages sexual violence and negative attitudes to women
What does the hyperdermic syringe model say and what does it also go by
It also goes by the magic bullet and is a model that suggests audiences are passive,having media injected into their “veins”
What does Morgan suggest
That porn is theory and rape is practice
Name at least two criticisms of the hyperdermic syringe model
1.the model assumes everyone is passive and will act the same,though doesn’t take into account people’s experiences and character
2.it assumes audiences are passive,and easily manipulated
What are the two real life cases that were examples of violent media influnence
The James Bulger case with blue paint involved in the murder influenced by Chucky 3
The murder of Suzanne capper who was injected with drugs,tortured with pliers and set the house on fire,and taunted her with the lines of the killer doll,also in Chucky 3
Who is supporting evidence that violence does make you violent
Bandra and mcCabe and martin
What did Bandra do
He composed an experiment,showed 3 groups of children a video of a bono doll,in some videos the doll was beat up,in some the doll was taken care of,the children who saw the violent video were violent,the ones who did not treated it accordingly
What does mcCabe and Martin’s disinhibition effect state
They argue that the media has a disinhibition effect and in some situations the norms of society can be abandoned and can use violence to resolve issues
What does Newson say
That teenagers and children are subjected to thousands acts of killing and acts of violence on television causing a DRIP DRIP effect and become desensitized to violence and accept violent behaviour as normal
And are ACTIVELY POSITIVE
Do feminists support or argue against the HSM?
They agree
What do fesbach and Sanger say
They found that screen violence is a safe outlet for people with aggressive tendencies-catharsis
They found teens watching violent TV were less aggressive
What does jock young say
Seeing the effects of violence pain and suffering makes us more aware of the consequences for commiting offence so puts people off violence
What does gauntlet say on the Hawthorne effect in research
Most studies are conducted in artificial context so lack validity. And are not clear on the definition of violence and whether different types of violence have different effects.faiks to out violence into context
What is desensitisation so known as
The cultural effects model
What is the uses and gratification model
The model says media does not make the audience violent
The audience use media to suit their needs and use violent media as an outlet-catharsis
The audience are active and aware
What is the two step flow model
SOMETIMES the audience is made violent by media
If the opinion Leader is affected by the violent media messages then they could pass this violence into their audience who are PASSIVE
What does the cultural effects model believe is specifically being spread
The dominant ruling class ideology,and that television is dumbed down
What does Katz and lazarsfeld say
They suggest that personal relation ships and conversations with significant others,such as family result in modification of opinions.
They argue social media is dominated by an opinion Leader too and they believe in the two step flow model
who talks on disinhibition
Mcabe and martin
who talked on the hawthorne effect
gauntlet
who talks on desensitisation
Newson
who talks on catharsis
Fesbach and sanger
who talks on sensitisation
jock and young
what does klapper say
Klapper suggests the audience can filter out ideologies but long-term secondary socialisation by the media prevents the audience recognising when they’re being duped
blumler and mcquail
People may immerse themselves in particular types of media to make up for the lack of satisfaction at work or in their daily lives. Blumler and McQuail called this DIVERSION
what is surveillance
People use the media to obtain information and news in order to help them make up their minds on particular issues.
News values
Agenda setting
Gatekeeping
Moral panics
-divide and rule
-hegemony
-profit
Marcuse
Some sociologists focus on the power of advertising - pester power
• Marxists such as Marcuse (1964) believe that the media transmits mass culture which is injected into the hearts of the population through ruling class propaganda. - can you think of an example?
Norris
Norris (1999) claims that the media can influence voting behaviour. - explain
Gauntlets
Hawthorne affect
Most studies are conducted in artificial context so lack validity. Not clear on the definition of violence - do different types of violence have different effects. Fails to put violence into context.
Buckingham media literacy
Viewers are aware and are MEDIA LITERATE and cannot be manipulated
Cumberbatch
Cumberbatch (2004) looked at over 3500 research studies into the effects of screen violence and concluded that there is still no conclusive evidence that violence shown in the media infuences of changes people’s behaviour, rather that media violence itself had been subjected to a ‘LYNCH MOB mentality with almost any evidence used to prove guilt.
What does cultural effects theory also argue
Media has been DUMBED DOWN
Curran
Curran (2003) argues that popular tabloid newspapers are also guilty of these ideologic practices and it is in their coverage of entertainment issues where this is most obvious.
Curran believes that by focusing on individual issues (and individual responses to them) our attention is diverted from collective societal issues (such as class inequality). The popular press also support a ‘common-sense’ view of the world that helos to maintain and justify existing inequalities
ALSO SUPPORTS NEO MARXISM
GUMG RESEARCH UNCOVERED…
The GUMG research uncovered the following:
1) The sample saw the ideological message that the miners were to blame
2) Sympathy for miners was weakemed oy what people read and heard
3) Those who had not witnessed thestikys saw it as violent and legitimate
4) Very few rejected the message that the miners were to blame
Phill
Philo (2001), noted that if the audience have no direct experience or knowledge of an issue then the ideological power of the media message will be strong and likely to shape an individuals dewed the social word. He dig ves inal wi. ur strong and model needs to be ‘dynamic and account for the fact that people may internalize or reject media messages based on their personal experiences
Katz and lazarsfeld two step flow
Katz and Lazarsfeld (1965) suggest that personal relationships and conversations with significant others, such as family members, friends, teachers and work colleagues, result in people modifying or rejecting media messages. They argue that social networks are usually dominated by an OPINION LEADER i.e. people of influence whom others in the network look up to and listen to.
Though you can be an opinion leader of some groups not all
ENCODING AND DECODING
ENCODING
Hall (1980) a Neo-Marxist suggests media texts (such as television news and current affairs programmes) are ENCODED with a particular meaning, which they expect media audiences to believe. Media is encoded by those who produce the media, such as owners, journalists, editors and TV producers for example. This meaning or encoding is what Hall calls the DOMINANT HEGEMONIC VIEWPOINT which takes the dominant ideology for granted and accepts it as the normal, natural and only sensible way of viewing social events.
DECODING
Hall then suggests most audiences will interpret or DECODE media texts exactly as they were intended because the views of the dominant class appear normal, natural and reasonable
Reception analysis model
2) Reception Analysis - Morley (1980)
Applied Hall’s approach and based his study of audience interpretation (or decoding of messages) on the 1970s news programme Nationwide, Morley found that audiences were far from passive, they are much more active
• Instead, audiences made up their own minds and there was significant opposition to the views contained in the news programme.
• When people do accept the ideological position of the programme it was because they had personal knowledge and experience of the issue.
All types of reading in reception analysis model
Morley (1980) suggested that people read or decode media in one of three ways:
1) Preferred reading
Audiences interpret or decode media texts in the same way they were encoded in the first place and in the way media producers would prefer.
For example, a preferred reading could be that most welfare benefit claimants are workshy ‘scroungers’.
2) Negotiated reading
The media audience generally accept the preferred reading, but may amend it to sor extent, to fit their own beliefs and experiences.
For example, they might accept that most benefit claimants are probably ‘scroungers but not all as they know of some really deserving cases.
3) Oppositional reading
A minority may reject the preferred reading altogether.
For example, rejecting the view of ‘scroungers’ and seeing claimants as really deserving as they face unemployment and inequality.
Polysemic
The point of the reception analysis theory is to suggest that audiences are not passive, impressionable and homogeneous.
The way audiences decode media will be dependent on their own knowledge and experiences, the social groups they belong to and their social characteristics. Media content is POLYSEMIC, i.e. it attracts more than one type of reading or interpretation.
BlUMLer and mcquail
All the uses and gratifications of the media:
Diversion
Personal relationships
Personal identity
Surveillance
Background wallpaper
Park et al
Park et al (2009) - used the uses and gratifications model in a web survey of those who were members of Facebook groups. They used Facebook for:
Entertainment
Personal status
Informative purposes
Talking and meeting with others to achieve a sense of common community and peer support
