media audience effects

Question 1

packard
direct effects

Answer 1

hypodermic syringe model- audiences passively accept the messages injected into them by media, we don’t engage with media just accept it. the direct effects are homogenous.
e.g some newspapers swaying voting habits of audiences.

Question 2

newson
direct effects

Answer 2

children’s exposure to media violence has a desensitising effect which results in them being more likely to commit acts of violence in reality
e.g Childs play movie-jamie bulger case
grand theft auto- mimicking aspects of the game+characters

Question 3

bandura
direct effects

Answer 3

found that children can act more aggressively when given the opportunity to do so. Bobo doll experiment: 3 groups of children, real, film and cartoon examples of a bobo doll being beaten with a mallet. They imitated this violence, while children who had seen no violence showed no signs of violence

Question 4

anderson et al
direct effects

Answer 4

direct effects of music on audience. Violent song lyrics influences attitudes and emotions on 500 college students e.g shoot em up by cypress hill “you get a fistful’- increased aggressive thoughts and feelings of hostility following on from listening to violent lyrics

Question 5

fesbach and singer
direct effects

Answer 5

screen violence can provide a safe outlet for aggressive tendencies known as catharsis. Watching an exciting film releases aggressive energy to stop audiences acting aggressively in real life as it has been satisfied through the consumption of the media.

Question 6

young
direct effects

Answer 6

argues that seeing the effects of violence makes audiences more aware of its consequences so has a sensitising effect making people more aware so they avoid violence. E.g the boy in striped pjs

Question 7

two step flow models- katz and lazarsfeld
indirect effects

Answer 7

personal relationships with opinion leaders are made up of people who expose themselves to more media and are seen as ‘experts’ and their interpretations are passed on. Step 1- opinions leader exposed to message. Step 2- they transmit these messages forward. E.g talking to parents about brexit

Question 8

marxist cultural effects model- gramsci
indirect effects

Answer 8

the idea that the rich and powerful cultural values become shared is called hegemony and presented as common sense. The media has an important role in gaining our consent to these ideas. This results in us accepting capitalism and being led into false consciousness.

Question 9

drip drip effect model
indirect effects

Answer 9

the ideology is ‘dripped’ into society by the media which gradually influences the audience over a period of time by shaping people’s common sense ideas, assumptions and everyday view of the world. He notes that desensitisation takes place which creates a compassion fatigue.

Question 10

the gratification model
active audience models

Answer 10

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

Question 11

zillman
active audience models

Answer 11

a persons mood may influence media choice e.g stress may encourage watching relaxing content like a documentary. He explains that the same TV programme may satisfy the needs of individuals differently.

Question 12

McQuail
active audience models

Answer 12

4 common reasons for media use:
-information e.g documentaries
-personal identity e.g role models
-integration and social integration e.g reality tv shows
-entertainment

Question 13

coding/decoding model-hall
active audience models

Answer 13

how people make sense of media texts are active not passive. 3 ways of reading media messages:
-dominant/hegemonic: the audience takes the message that was minted by the media professionals
-negotiated reading: the audience mixes the dominant message with additional ideas
-oppositional reading: the audience constructs a meaning that is different to its intended meaning
E.g x factor singer- sang never enough on greatest showman
Hall differentiates that an active audience engages, interprets and responds to a media text while a passive audience is more likely to accept the messages.

Question 14

selective filter model (klapper)
active audience models

Answer 14

stated that for a media message to have any effect, it must pass through 3 filters:
1. selective exposure- audiences must choose to use that media platform
2. Selective perception- the audience has to choose whether to accept or reject the media message
3. Selective retention- the audience has to choose whether or not the message sticks

Question 15

wilkins
moral panics

Answer 15

interactionalist
deviancy amplification theory says the media reportings and representations of deviance strengthen and magnify deviance in a spiral way which creates a moral panic

Question 16

cohen
moral panics

Answer 16

interactionalist
mods and rockers overreported fight sensationalised the news and caused bikers to be labelled by the media leading to a self fulfilling prophecy

Question 17

fawbert
moral panics

Answer 17

interactionalist
newspaper reportings using ‘hoodie’ to describe young people which labelled them with antisocial behaviour such as shoplifting. Hoodies became banned in shops. There was an increase in sales as they became the symbol of mischief to upset authority

Question 18

goode and ben yehuda
moral panics

Answer 18

interactionalist
5 elements present in a moral panic:
1.concern
2.hostility
3.consensus
4.disproportionality
5.volatility
E.g knife crime

Question 19

hall et al
moral panics

Answer 19

marxist
moral panics benefit capitalism as the ruling class define what ‘deviance’ is and decide who ‘folk devils’ are. E.g moral panic over black muggers due to moral panic over industrialisation which led to protests, at the same time, not coincidentally, the media began to report a supposed wave of black muggings as a scapegoat to distract attention, even though the cause of inequality leading to criminality was the failings of the government.

Question 20

ferudi
moral panics

Answer 20

functionalist
says moral panics arise when society fails to adapt to dramatic social changes, reflecting wider concerns that the older generation hold about the nature of society. This generation believes that the media is responsible for the loss of traditional norms and values. E.g fear of teen gangs as they go against traditional norms.

Question 21

waiton
moral panics

Answer 21

postmodernist
moral panics are less likely to occur because societies no longer have a strong central moral code shared by most of the population, meaning we have no morals to threaten so moral panics cannot occur in contemporary, moral breaking society.