media effects on audience

Question 1

packard- direct

Answer 1

hypodermic syringe model- media injects messages into its audiences

Question 2

newson- direct

Answer 2

children’s exposure to violence has a desensitising effect

Question 3

bandura- direct

Answer 3

bobo doll study- children shown violence acted violently and children shown otherwise acted normally

Question 4

anderson et al- direct

Answer 4

violent song lyrics lead to aggressive thoughts

Question 5

feshback & singer- direct

Answer 5

media can provide catharsis for viewers

Question 6

katz & lazarsfeld- indirect

Answer 6

two-step flow model- poeple modify/ reject media messages after having them internalised by an ‘opinion leader’ who offers their interpretation

Question 7

gramsci- indirect

Answer 7

values of the ruling class are passed on to the working class through the ‘drip drip’ effect creating hegemony

Question 8

zillman- indirect

Answer 8

mood may affect media choice- tv shows will meet needs of individuals differently

Question 9

hall- indirect

Answer 9

there’s 3 ways of reading media messages:
1) dominant/ hegemonic reading
2) negotiated reading
3) oppositional reading

Question 10

klapper- indirect

Answer 10

media reinforces already held beliefs and attitudes in 3 stages:
1) selective exposure
2) selective perception
3) selective retention