MEDIA AND AUDIENCE- MODELS 3 Flashcards
TWO STEP FLOW: suggest media effect
model suggest media still has quite strong effect on audience but they dont passively/ directly react to media content> opinion leaders influence responses, semi active audience
TWO STEP FLOW: messages sent indirectly
messages sent indirectly form producer to reader and is interpreted by opinion leader who acts as a filter as to what the message is received
TWO STEP FLOW; opinion leaders
opinion leaders is crucial to the flow of communication in this model> they ar power who others in their social network look up to
TWO STEP FLOW: EXAMPLES OF OPINION OWNERS
in newspapers their if film/tv radio cricis>influential they can be on what people consume in the emdia
Richard Arnold on gmtv> gives his opinion on good tv over weekend
TWO STEP FLOW: EVAL
no guarantee that the OL has not been subjected to desensitising effects
people most at risk being influenced by media may be socially isolated indisivudlas who are not members of any social network
not everyone has access to opinion leader who may help them interpret media in healthy way
selective filter: what it is
this approach argued media messages must pass through number of filters before it reaches audicne, active audience model
selective filter: klapper identifies:
SELECTIVE EXPOSURE
a message must first be chosen to be viewed, read and listen to, these choices depend on interests and education
selective filter: klapper identifies:
SELECTIVE PERCEPTION
the message has to be accepted, the audicne may choose to take notice of one message but reject another> eg heavy smoker ignore tv focus on smoking and lung cancer
selective filter: klapper identifies:
SELECTVE RETENTION
messages have to stick, people have tendency to remember only thing they broadly agree with
postman- we live in three min culture(attention span)
thus, these filters involve active choice on behalf of the audicne
USES GRATIFICATION MODEL
looks at what audicne do with media, gives audience more choice and doesnt see them being mauled or controlled
we watch tv fro different reasons, gain different things form it
USES GRATIFICAITON MDOEL: mcqual and blumer
different needs met by the media:
info/survelliance: happening in the world
entertainemnt> escape programmes and relax
eval of uses gratification model
fails to identify age groups and classes, may use and interpret media content in diff way
marxist: exaggerate audiences freedom> gumg state the agenda is already set my the media meaning the aduicne struggle to interpret media outside idoelgoicla constraints
