media models Flashcards
functionalist theory of media
media is an agent of socialisation that teaches societies norms and values to individuals
marxist theory of media
media is a part of the ideological state apparatus. it assumes audiences passively accept capitalism, contribute to a false class consciousness and accept exploitation
interactionist theory of media
media uses moral panics as a way to control audience members
feminist theory of media
media controls women through objectification and mirepresentation to ensure the patriarchy continues
post-modernist theory of media
media provides audiences with control and diversity of choice. however this is blurring the lines between reality and media (baudrillard)
what is the hypodermic syringe model?
it is the model that assumes that the audience passively accepts the message that is ‘injected’ into them by the media
supporting evidence for the hypodermic syringe model
james bulgar case (the boys claimed they got the idea from a movie)
bandura bobo dolls experiment
introduction of the 9pm watershed
criticisms of the hypodermic syringe model
it assumes we passively accept media messages
media could actually lead to sensitisation
we cannot establish cause and effect
audiences interpret media differently
it blames the media for societal issues
what is the 2 step flow model
a model that assumes the audience does not passively accept media messages. mass media is interpreted by opinion leaders who select and filter the messages they perceive as important and they spread the message to the rest of society
evaluation of the 2 step flow model
audiences are still passive because they accept what the opinion leader says
recognises media owners don’t have a direct impact
what is the uses and gratifications model of media?
claims that the audience uses the media in a diversity of ways for different needs. we dont passively accept media messages because we control how we use the media and how it impacts us
evaluation of the uses and gratifications model of media
it recognises the diversity in media usage
it ignores the fact that media is concentrated and controlled by a few
there is not enough supporting evidence
what is the selective filter model?
it is the idea that we 1. listen or view media 2. accept the message if we agree with it 3. we have to remember the message for it to affect us
evaluation of the selective filter model
it recognises that audiences are not homogenous
sometimes we select messages that we do not agree with
we might remember messages we don’t want to which will affect us
what is the cultural effect model of media?
media content contains ideological messages that reflect the views of those in charge of media, and audiences are continually exposed to these messages over a long period, causing a ‘drip drip’ effect
