media audience presentation content Flashcards
what is the hypodermic syringe model of media effects ?
media have a direct immediate effect on the audience. audience as a ‘homogeneous mass’ (all the same), as passive believing what they see in the media without questioning the content
transmit ‘messages - picked-up and acted upon by audience . Media
like a drug injected into the body (audience)
inject medium’s message or content n audience is patient
e.g violence n antisocial behaviour in films tv games musicn real life violence behaviour as drug use /crime = teen vulnerable to content
what is the transmission model - shannon and weaver ?
model of communication
messages be mixed up n misinterpreted in process between sending and receiving the message.
- Noise : Noise interrupts a message while it’s on way from sender to receiver
- Internal noise = sender makes a mistake encoding a message or a receiver makes a mistake decoding the message
- External noise - something external (not in the control of sender or receiver) impedes the message.
what is imitation or copycat violence ? in hypodermic model studies
Bandura - Bobo doll
cause n effect between media content n violence
social learning approach = people learn new behaviours by observations of others behaviour
e.g Bobo doll 1 group adult model behave aggressively to doll n violence attacked n hammer
other used as a control group and not exposed to any model at all
howed 3groups of children real, film and cartoon examples of a bobo-doll being beaten with a mallet. n 1 without violence. Then taken to a room with toys, ‘frustrated’ by toys not for them. then taken to a room with a mallet and a bobo-doll, children who seen the violent examples imitated violence by beating the doll , while the children who didn’t see violence didnt
what is desensitisation
Newsom ?
violent images in films easily availale n exposure to screen violence encourage young viewers to identify with violent perpetrators than victims
long exposure of violence - have drip-drip effect on young people over childhood n become socialised into accepting violent behaviour as normal as problem solving device
less sensitive to the pain and suffering of others.more fearful of the world around them.C more likely to behave in aggressive or harmful ways toward others.
resulted in censorship of film industry . apply age ceritifcates for films dvd music. Film makers to reduce foul lang, drug use n violence scene
9’o clock limit not show before
use issue warnings
anderson research on desensitisation
exposure to violent video games increased aggressive feelings, behaviour, decreased empathy n prosocial behaviour.”
accepting real life violence
change way people think about violence
criticism of hypodermic syringe model
Fesbach n sange
1- media message allow people to express n discharge powerful emotions safely = catharsis n prevent behaviours that would happen.= release extreme energy into safe outlets
Fesbach n sanger e.g violent tv for teen boys those who watched agressive programmes were less agressive in behaviour than others
2- sensitisation = cause pain n suffering seeing on victim makes viewers sensitive to consequences n less inclined to do violent acts
3-treats audiences a ‘homogenous mass, but today’s audiences are more diverse than in the past, so this model is less applicable.
criticism of hypodermic syringe model (2)
methodological
gauntlett
1- artificial context of lab of Bandura study in a lab= people not behave naturally knowing experiment
e.g dont take into account child’s media habits controlled by parents
2- not clear about how violence be defined; different types of violence in images n news or fictions.
Unclear in media effects - audiences if they react diff to diff types n levels of violence
3- fail to put violence in context
e.g view all violence as wrong n fail to see audience can interpret it
context of violence affects impact on audience; wife beaten by man more distress
children media users
ofcom
public policy research
some children not vulnerable as model implies
e.g some can distinguish b/w fictional n real violence early n know its shouldnt be imitated
Ofcom report children lack online understanding - not question what they see online n believe it e.g outube
public policy research found sending sexually explicit pics by phone part of normal life by teens = nothing wrong w pornography
porno as source of info about sex n relations =
= easy access online
scapegoat media
criticism
columbine shooting - media influences cited responsible for boys’ actions; playing comp game n listen to violent music n watch violent videos
media scapegoated for violence by supporters of hypodermic syringe model
- hypodermic syringe model fail to consider social n psychological factors that motivate violent/antisocial behaviour
like bad parenting, trauma, peer group, mental illness, drug abuse
Ferguson = USA 83% youth violence fallen despite rise of violent games = benefits society to play out aggression n not in streets
what is two-step flow (active audience approaches)
katz& lazarfield
- audience as active and influenced
- personal relationships n social networks dominated by opinion leaders - people with influence n looked up to
- have strong ideas n opinions fomed by exposing themselves to diff media n content
media content goes through 2 stages before it has an effect
1. opinion leader exposed to media content
2,opinion leader share their interpretations with wider audience by social interactions
evaluation of two step flow
- no guarantee opinion leader may be directly affected with imitative /desensitising effect
e. g leader of peer group of gang might convince other member audience that violence is acceptable as they exposed to violence as problem solving way - those who are socially excluded n not in social network are at risk of being influenced
- recognize people watch media as part of social networking
- useful for explaining role of parents
example of two step flow
- use of media with peers differs with diff countries
- some media more easily shared than others (games)
- talkin about media is important way media affect peer group relationships (tv most commonly discussed)
- medium seen as status objects
- peer groups intervene reception of media messages by talk n affect group culture
what is selective filter model?
klapper
for any media message to have effect it needs to pass through - active choice of audience n challenge hypodermic syringe notion that they r homogeneous n react to media similar ways
1- selective exposure = audience must choose to view /read/ listen content of media
what choice depends on interest,education,age,gender,class
2-selective perception - audience view media content n decide to reject it = not fit perception of social world
e.g smoker reject tv of smoking n cancer link
3- selective retention - media content has to stick in mind to have effect
only remember things they agree with
uses & gratification model
Mcquail + blumer
people use media to satisfy own needs (biological, psychological or social)
people - active interpreters n choice makers
4 needs people use tv for
1- Diversion = escape from routines to get out from problems/ immerse in media to make up for lack of satisfaction at worklives
e.g compensate lack of romance in marriage with watching sexually explicit tv
2- personal relationships = compensate decline of community in our lives
e.g elderly see soap opera as companions to indentify with n worry about w/o others
3- personal identity - help explore n confirm identity e.g suspect gay use experience of ay character in soap opera to decide how to deal/ use social media
4- surveillance; use to get info n news about social world to make up minds
criticism of uses n gratification model
1- not enough research on how media audience interpret n gratify themselves
2- fail to appreciate that diff ages/class/ ethnic group interpret n use same media content diff
3- exaggerate audience freedom to interpret content in way they choose
e.g GUMG - agenda already set by media n hard for audience to interpret media outside constraints (Marxists)
4- PM each has specific needs n function of media
PM society to provide plurality of media choices to meet tastes in diff gratification
5- ignore cultural context n social b/g that structures audience response
what is the reception analysis model
morley
people interpret same media in diff ways due to diff social backgrounds
Morley research diff people from diff education, professional b/g = media decoded differently
1= preferred/dominant reading - reflects consesus & people go along as its accepted 2= oppositional reading - minority reject views 3= negotiated reading - reinterpret media to fit their own opinion n values
people in subcultural groups complicate reading of media = not consistent in interpretation
e.g jewish british person respond to israeli problem in diff ways
reception analysis model
- people act in subcultural ways - media content is polysemic= attract more than 1 interpretation
- media seen as part of culture= emphasis on discourses within public, audience n world understood n how audience understand them
what is the interpretative model
halloran
fiske
audience interpret messages
- help researcher to get idea of what people do with media
- intertextually they read one text in relation to other
- engagement
- detachment
- referential
Fiske = any text read in relation to other brin textual knowledge
-people make popular cultural in way they respond / accept/reject offering of media
how do people interpret media -
Buckingham
depend on level of media literacy
(child) someone w only low level of tv literary can
- distinguish b/w voices on sound/figure/backgrounds
- understand editing n follow narrative
- relate sound/image/track together
- learn tv grammar e.g angle n movements
with high level of tv literacy able to read behind screen images n sounds :
- categorize programmes into types
- describe diff ways to produce narrative structure n know how narrative time is edited
- construct characters n learn traits
- know how viewers identify with characters
- know production process, distribution
- filter motivations/intentions of producers
what is the structured interpretation model
morley
audience interpret media in diff ways n preferred reading or dominant message in way
e.g news of queen birthday = preferred reading is admiration for selfless woman for others
need to understand how subcultures audience interpret it = age,gender,race,class,religion groups = polysemic
different socio-economic classes interpret meaning of tv diff ways
e.g nationwide = made sense to bank managers
trade unionist saw biased to management
young management saw favour to trade unions
black wc students saw detailed n boring
what is the cultural effects model
marxism
media powerful ideological influence with transmit capitalist values n norms
-media made of diff types people w diff experiences n b/g
- media content ideological messages reflect values of those who won,control,proudce media to interpret content in a way to agree with their own preferred reading
- reflect consensus view that fail to challenge RC ideology n reinforces it
e. g media of unemployment n single parent seem to be choice n claim benefits unjustified = other see them as scrounging - exposed to tv long time = people not think critically about world
- values of rich n powerful come unconsciously shared by people= believe in happiness about possessions n money
examples of cultural effects model
Lyengar & simon
andsagar
- Lyengar & Simon = people who relied on tv news showin view of journalist with US troops = show more support for military
- Andsager - interest groups of pro life USA more success to get their view on press = fitted consensus view held by male journalists
what is the postmodernist view
philo
- media central to creation of postmodern world as offer choices to create own values n understanding from global info
- people can search for true self identity n invented by choosing from diverse lifestyle through media
- remove distinction b/w global n local by link w travel n communication
-philo = pm view media content produce many definitions of reality
-reality is changing n modified n not fixed
no fixed way of describing anything = depends on who seen it n describing it = no absolute truth
-generalisation of effects n audiences impossible as all react diff ways
what is postmodern view
baudrillard
turkle
communication/media [ep[;e blurred between reality n wordimage it portrays it = hyperreality
Turkle= tv part of culture of simulation = learn to identify w simulated world than real world around us
-developed relationship b/w reality n simulation = virtual worlds add new dimension to experience of reality
