MEDIA AND AUDIENCE- MODELS 4 Flashcards
cultural effects model
sees audicne as passive however the effect of media is less intimidate than suggested by hypodermic
its a marxist model, media is powerful in transmitting capitalist ideas norms and values
suggets media content contains strong idoelgicla messages that reflect values of those who own and control media
marxist argue
audience been exposed over long period fo time to slow drip to drip effect process
media content gradually gains ideological values which are transmitted over long period of time, people come to accept preferred reading in such events in mass media
preferd reading
those producing media promote particular interpretations of events(the preferred reading)
those lacking direct experience in events covered in media likely to a accept, those direct expeirnce> reject
repetition of preferred reading= most people accept it belie its correct becomes part of our culture
a02 preferred reading : strikes NHS
pr- headlines from newspapers, NHS has had enough disruption and strikes lead to people dying
direct experince- need to be paid mroe in line with inflation, NHS underfund and can’t do jobs properly
EVAL OF CULUTRAL EFFECTS MODEL - :)
recognises media content helps those who manage and benefit from capitalism to obtain active consent from majority
EVAL OF CULTURAL EFFECTS MODEL
:(
pluralist: media is consturcted for the benefit of the audicne, overstates benefits to cpaislsit, diversity of content suggest marxist idea in media creating homogenous world view is wrong.
cultural effect difficult to operationalise and measure
reece and lewis ( cultural effects model)
news reports post 9/11 is us shared political adminstraison responded to the attacks as war or terror > help justify invasion of iraq
reception analys MORLEY
people interpret media in diff ways due to social bg,
researched how 29 groups interpret content of the news programme
3 readings
MORELY 3 READINGS: prefers reading
people going along with media messages
MORLEY- oppositional reading
minority may oppose views expressed in media
MORLEY- negotiated reading
reinterpreted to fit values
thus media Is polysemic and attracts mroe than 1 type of reading/interp
reception analysis- eval :)
recognises audicne are passive homgoeus
reception analysis- :(
methodical concern> didnt see news content in natural environment (morley)
POST MODERNIST MODEL: own se too values, identity
allows the audicne to create own set of values and understanding of global info due to choices media offers.
post mod society allows indisuvlda to explore identity via media
post modern model- adds to
reception anayslsi but looks at individual analysis of media not groups
thus, the audience isn’t an undifferentiated mass of people nor made up of sub cultures, impossible to make genrelaisosns as react differently
