Media Audiences

Question 1

The Old View of Audience

Answer 1

One single 'mass' audience
All individuals respond in similar ways
Easily manipulated
'Syringe model'
Assumed up until 1950s
(This is the idea of the Frankfurt School)

Question 2

The New View of Audience

Answer 2

Rejection of ‘mass’ audience view
Diverse societies therefore diverse audiences
Rejection of syringe model
Different audiences do different things with media
First time considering the audience as a ‘plural’ (ie audiences)

Question 3

Bandura

Answer 3

Children copied an adult’s violent actions towards a ‘Bobo’ doll, both in person and on TV

Question 4

Gerbner

Answer 4

1960s Heavy TV users think there is:
more crime
think they will be victims
fear crime

But is this causation or just a correlation

Question 5

Research Group at Columbia, 1940s

Answer 5

Does the media influence political opinions and voting?

Found:
Media have very little effect
Political views already pre-formed
Shaped by social factors eg class, ethnic group, religion

Question 6

Two-step flow model of Media

Answer 6

Mass media influence opinion leaders influence individuals in social contract with opinion leader