MEDIA Indirect Effects Flashcards
Katz and lazarsfeld
Suggest that personal relationships and conversations with significant others like family members and friends result in people modifying or rejecting media messages rather than accepting them. Social networks are dominated by opinion leaders who expose themselves to more and different types of media and form an opinion and as a result are seen an experts in specific matters and those interpretations are passed on to other members of their social circle (people are choosing what to think based on discussion and interaction with an OP). Media messages go through 2 steps to reach audience/ 2 step flow: 1. OP exposed to media content 2. Those who respect OP internalise their interpretations and transmit these messages forward
The cultural effects model / drip drip effect
The more an ideology is dripped into society by the media, more people believe it and accept it as true. Mass media influences people over a long period of time and gradually shapes peoples ideas and assumptions and their everyday view of the world. cultural effect: States our norms are changed by viewing certain media content like how we can become desensitised to violence if we keep viewing it more and more or develop compassion fatigue due to prolonged exposure to poverty where we empathise less sincerely
Marxist cultural effects model - gramsci
media content contains strong ideological messages that reflect the values of those who won control and produce the media/ruling class . Argue long term effects is that norms and values of the rich become unconsciously shared like “happiness is about possessions and money” lowing a celebrity is important”. Hegemony is when ruling class ideologies are presented as common sense to the media but the media must consent to these ideas. Media has important role in gaining consent
Marxist believe tv has been deliberate dumbed down which has resulted in a decline in serious programmes like the news, means less debate about capitalism = means we accept capitalism and fall into a false class consciousness
