Media

Question 1

What did Blumer and Katz say?

Answer 1

• people use the media to meet their needs.
• people actively choose what media to experience through free will and remote control.
• pluralist theory.

Question 2

What did McQuall say?

Answer 2

• studied soap operas audiences and found Coronation Street was used to fulfil a need of social companionship.
• explains why people get so attached to tv shows.

Question 3

What did Lull say?

Answer 3

• found that people of different ages, men and women use the media to meet different needs.
• e.g. different types of consumption.

Question 4

What is the Selective Filter Model?

Answer 4

• the audience pick out messages they agree with and the media models that.

Question 5

What did Klapper say about the selective filter model?

Answer 5

• argued that for the media to get their point across they have to go through three selective filters.
• selective exposure
• selective perception
• selective retention

Question 6

What are the three selective filters?

Answer 6

1. selective exposure = people only consume the media they want.
2. selective perception = people ignore messages they don’t want to here.
3. selective retention = people tend to remember only what they agree with.

Question 7

What does the selective filter model suggest?

Answer 7

• that it makes it easier for the media to reinforce what people think but also change their opinion.
• the model emphasises the power of the individual to control his/her experience of the media.

Question 8

AO3 of the selective filter model

Answer 8

• it overestimates the control of the individual over very powerful media messages.
  -cannot change traditional media or algorithms.
  -however can change what platform you use.

Question 9

What is the structured interpretation model?

Answer 9

• this theory suggests there’s a dominant interpretation of media messages which audiences go along with.
• individuals pick what they engage with, but this theory says this process takes place in a social context.
• the social context takes a preferred reading (interpretation) of the media messages.

Question 10

What did Curran and Seaton argue about the new media?

Answer 10

• that there are two views on the new media.
• the Neophiliacs
• the cultural pessimists

Question 11

What do Neophiliacs say?

Answer 11

• they believe the new media is a revolutionary for positive change.

Question 12

What do Pessimists say?

Answer 12

• they have a negative view of the media and believe it has damaging effects.

Question 13

What do Neophiliacs say about how the new media is positive? Explain each one.

Answer 13

• increased choice (allowing people to choose what media they want and how they interact with it)
• increased engagement (people can express their ideas and opinions, helping create an increase of social activism - amplifying movements such as BLM ot the Metoo movements).
• revitalising democracy (creating reactions from political decisions and creating conversation about political values, allowing people to create campaigns to address specific social issues).

Question 14

What is the new media?

Answer 14

• Social media and the use of the internet (the use of digital technology).

Question 15

What is the old media?

Answer 15

• newspapers and magazines (traditional forms of media such as print media).

Question 16

Advantages of the new media.

Answer 16

• it includes social networks , meaning it has forms of software that allow people, groups or companies to connect and share information.
• Globalisation - people can connect through the new media even when in different parts of the world.

Question 17

What are the key features of the new media?

Answer 17

• Convergence = many different platforms of media
• Interactivity
• Audience/ user power
• Accessibility

Question 18

AO3 of New Media

Answer 18

• Cornford and Robins (1999) argued the new media developments are evolutionary, rather than revolutionary.
  (the new media built on existing technology rather than being completely revolutionary).