media effects models

Question 1

immediate effect - hypodermic syringe

Answer 1

this suggests we are like sponges and accept and absorb any info we hear

we are ‘injected’ with a daily message and the media acts like a drug

e.g. copy cat behaviour (Jamie Bulger)
and Albert Bandura’s BoBo doll experiment

Question 2

two step flow

Answer 2

Katz and Lazarsfeld

there are two steps to the media

1. opinion leaders
2. these then speak to others and pass on / share their views

Question 3

moral panics

Answer 3

stan cohen, jack fawbert

images are used to shock people and this takes time

short bursts of info that is continually repeated

Question 4

medium effect

cultural effects model

Answer 4

constant bombardment

drip drip approach — eventually we become sensitised to it and it leads to acceptance

marxists and feminists

Question 5

long term effects

uses and gratifications

Answer 5

pluralism— audience has the choice to pick

cathartic — stress relief through escapism

Question 6

long term effect

decoding approach

Answer 6

abercrombie in 1995

depending on the acronym CAGE, we decode a message about experiences and it has many different interpretations