MEDIA 3: audience effects

Question 1

what do direct effect theories suggest?

Answer 1

• media has an immediate and powerful influence on audiences.
• audiences unable to resist media messages and believe these messages flow directly from the media through to its audience.

Question 2

The Hypodermic syringe model

direct effects (negative)

Answer 2

• the media is like a syringe that ‘injects’ its messages into the audience.
• audiencesd dont engage with the media material; they just accept it.
• links to packards work which was primarily directed at the impact of advertising

media e.g: murder of James Bulger (2 10 year olds committed murder of a 2 year old. torture act was VERY similar to those in the horror film ‘childs play 3’

Question 3

Newson

direct effects (negative)

Answer 3

• childrens exposure to media violence has a desensiting effect: they are more likely to commit acts of violence in reality.
• argued that continued exposure to violence in films over the years has ‘dsensitised’ children to violence.
• research lead to getting age certificated for films and a 9pm watershed

media e.g. Grand Theft Auto inspiring killing sprees in youths.

Question 4

Bandura

direct effects (negative)

Answer 4

• found that children can act more agressively when given the opportunity to do so.
• showed 3 groups of children real, film and cartoon examples of a bobo doll being beaten, another group were shown no violence.
• those who were exposed to voilence, imitated it, whereas the others did not touch it.

Question 5

Anderson et al

direct effect (SUPPORTING STUDY/not necessary)

Answer 5

• conducted research on the direct effect of music on an audience
• studied effect of violent song lyrics on attitudes and emotions of teenagers.
• research indicated a clear pattern of increased aggressive thoughts and feelings of hostility following on from listening to violent song lyrics.

e.g. “shoot em up”- cypress Hill
“motherfcking robbery” “you get a fistful”

Question 6

Fesback and sanger

direct effect (positive)

Answer 6

found that screen violence can provide a safe outlet for peoples agressive tendancies (catharsis)

Question 7

Young

direct effect (positive)

Answer 7

• direct criticism of Newson
• argue that seeing the effects of violence (pain and suffering) on the family of the victim- can make us more aware of the consequences of crime. sensitising effect.

media e.g. 24 hours in police custody.

Question 8

Katz and larzafeld

indirect effect

Answer 8

TWO-STEP FLOW MODAL-
- - suggests that personal relationships and conversations with significant others such as family members, friends or teachers result in people modifying or rejecting media messages.
- social networks are dominated by opinion leaders (people who expose themselves to more and different types of media and form an opinion based on their content.)
- people are chooosing what to think based on discussion and interaction with an opinion leader.

suggests there are 2 STEPS-
1. opinion leader is exposed to the media content/messages
2. those who respect the opinion leader internalise their interpretation of the content and transmit the messages forward.

Question 9

Gramsci

indirect effect

Answer 9

CULTURAL EFFECTS MODEL
- sees the media as a very powerful ideological influence
- marxist
- says that the media is a tool used by the ruling class to spread ruling class ideas/idiology **
- hegemony: ruling class, capitalist idiologies are presented as common sense in the media.
- media messages about capitalism have to be transmitted little & often rather than once & never again to maintain hegemony.
- led to false consciousness**

Question 10

the drip drip effect model

indirect effect

Answer 10

• the more an ideology is “dripped” into society, the more people believe it and accept that its true
• the media gradually influences the audience over a period of time
• over time, our norms and values are changed by viewing certain media content.
• creates a “compassion fatigue” e.g. comic releief, war in syria, covid 19

Question 11

uses and gratifications model

active audiences

Answer 11

Suggest that the audience is an active agent when using the media as they are using it for their own purposes and to satisfy their needs.

Question 12

zillman

active audiences

Answer 12

• Has shown that a person’s mood may influence media choice. E.g. boredom may encourage the choice of exciting content.
• The same TV programmes may satisfy the needs of individuals different (comfort and entertainment shows)

Question 13

McQuail

active audiences

Answer 13

Offers the common reasons for media use:
1. Information- e.g. finding out about events or seeking advice (bbc/daily mail)
2. Personal identity- e.g. reinforcement for personal values or finding models for behaviour (instagram)
3. Social Integration- e.g. Finding a basis for conversation, helping carry out social role (facebook)
4. Entertainment- e.g. escaping problems, relaxing, getting cultural enjoyment (netflix)

(when using McQuail- state all 4 uses of media BUT only explain ONE fully with a media e.g.)

Question 14

coding/decoding model (Hall)

active audiences

Answer 14

Explored how people make sense of media texts and claimed audiences were active not passive

THREE different ways of reading media messages:

1. dominant/hegemonic reading: the audience takes the message that was intended by the media professionals.
2. Negotiated reading: the audience mixes the original (dominant) message with additional ideas meaning that the intended message is slightly altered
3. Oppositional reading: the audience constructs a meaning that is completely different to its intended meaning.

Question 15

selective filter model (klapper)

active audiences

Answer 15

Argued that for media messages to have an effect, it must pass through ALL 3 filters:
1. Selective exposure- audience must choose, view, read or listen to the content of specific media.
2. Selective perception- audience may not except the message
3. Selective retention- messages have to ‘stick’ to the mind of those who have accessed the media content.