media models

Question 1

who created two step flow model

Answer 1

Katz and Lazasfeld

Question 2

what does the two-step flow model state about the audience

Answer 2

audience is somewhat active as they have to choose to engage with the opinion leaders interpretation , but then follow their lead

Question 3

what is an opinion leader

Answer 3

a person or organization who is trusted by their community and can influence others’ opinions on a specific topic. Opinion leaders are often well-informed and have strong ideas on a range of issues.

Question 4

what do Katz and Lazasfeld suggest

Answer 4

personal relationships and conversations with significant people in our lives like family and friends results in people modifying or rejecting media messages

Question 5

what are the two steps media content goes through

Answer 5

Firstly - opinion leaders get information from a media source.

Secondly – opinion leaders then pass their own interpretation along to others such as friends and family members (the influenced).

Question 6

why are people influenced by opinion leaders

Answer 6

they see them as trust worthy and well informed

Question 7

give examples of two-step flow

Answer 7

• fashion magazines predicting next season trends
  -Examples of Two – Step flow theory include elections for example in the 2017 UK general Prime Minister Teresa May did not take part in an election debate with six other party leaders. An opinion leader may have watched the debate and then told their friends who did not watch the debate that the Prime Minister bottled out as she was scared to debate with the other leaders.

Question 8

what can be the problem with opinion leaders projecting their internalisation of media content onto others

Answer 8

however, opinion leaders may promote subjective or problematic views, leading to cultural elitism or dangerous ideologies. Their authority means they are vulnerable to criticism, especially in a diverse media landscape. Some promote negative societal views, generating conflict.

Question 9

what does the selective-filter model state about the audience

Answer 9

audience is active as they choose which media messages to access , engage and retain

Question 10

what are the 3 filters clapped believed media content had to pass through

Answer 10

Clapper proposed 3 filters that media messages pass through: selective exposure, selective perception, and selective retention.

Question 11

what is selective exposure

Answer 11

audiences choose what to watch
-e.g based on demographics like age and gender
-also censorship denies some people access

Question 12

what is selective perception

Answer 12

audience can ignore or reject media content
-possibly it doesn’t align with their views
-sociologists found people seek out media that affirms their pre made views

Question 13

what is selective retention

Answer 13

content has to stick for it to have an effect.

Audiences are more likely to remember content they agree with.

Question 14

what does the reception-analysis model state about the audience

Answer 14

audience is active and acts in a variety of subcultural ways so media is polysemic and has multiple interpretations

Question 15

what did morely say about audience

Answer 15

According to Morley audiences came from many different cultures and thus there were many possible ‘negotiated’ readings. He further argued that individuals had many aspects to their identities, and they interpreted media content in a variety of ways, often chopping and changing their interpretations over time.

Question 16

what did Morely find about the 3 types of reading/media interpretation

Answer 16

Moley’s research identified 3 types of media interpretation: preferred reading where the audience conforms to the dominant view, oppositional reading where the audience challenges the message, and negotiated reading where the audience critically analyzes the message and forms a balanced view.

Question 17

give an example that can be applied to a 3 types

Answer 17

The model explains how the same media message can have different meanings for different people. An example is how people interpreted COVID-19 media messages - most conformed to the preferred reading, some were openly critical (oppositional), and others formed a negotiated view agreeing with some aspects but not others.

Question 18

criticise Morelys research

Answer 18

Moley’s study lacked ecological validity as participants viewed media in an artificial environment. So can’t be applied to real life media consumption

Question 19

what does the hypodermic syringe model state about audience

Answer 19

audience is passive and influenced by their media consumption

Question 20

what does the hypodermic syringe model believe

Answer 20

The hypodermic syringe model believes that the media can have a direct and immediate effect on the audience. This model sees the audience as a ‘homogeneous mass’ (all the same), as passive and believing what they see in the media without questioning the content.

Question 21

what did the hypodermic syringe model find a correlation between and what groups were very susceptible

Answer 21

on-screen violence and anti-social behaviours in real life
-teens and children vulnerable as they are in early stages of socialisation

Question 22

what happened in banduras study/what did it show

Answer 22

The Bandura ‘Bobo Doll’ experiment is evidence that media-violence can ‘cause’ children to act more aggressively when given the opportunity to do so. Bandura showed three groups of children real, film and cartoon examples of a bobo-doll being beaten with a mallet.

A further group of children were shown no violence. The children were then taken to a room with lots of toys, but then ‘frustrated’ by being told the toys were not for them. They were then taken to a room with a mallet and a bobo-doll, and the children who had seen the violent examples (whether real, film, or cartoon) imitated the violence by beating the doll themselves, while the children who had seen no violence did not beat the doll.

Question 23

what did Nelson believe media violence was doing to children

Answer 23

Newson (1994) theorised that the effects of media violence on children were more subtle and gradual. She argued that continued exposure to violence in films over several years ‘desenstised’ children and teenagers to violence and that they came to see violence as a norm, and as a possible way of solving problems. She also argued that television and film violence tended to encourage people to identify with the violent perpetrators, rather than the victims.

Question 24

what did Nelsons research lead to

Answer 24

Newson’s research led to increased censorship in the film industry – for example, the British Board of Film was given the power to apply age certificates and T.V. companies agreed on a 9.00 watershed, before which shows would not feature significant sexual or violent scenes.

Question 25

criticise banduras study

Answer 25

not generisable sample of 72 3-5 age children all usa standford nursery

Question 26

what does the uses and gratification model state about the audience

Answer 26

audience are active and use media to fufill particular needs

Question 27

what were 4 needs Blumer and McQuial found audiences use media to fufill

Answer 27

-diversion
-personal relationships
-surveillance
-personal identity

Question 28

what is a diversion (need)
give example

Answer 28

People use media to escape from their daily routines.

In some cases media usage may make up for lack of satisfaction in work or personal life. e.g fifty shades of grey to make up for lack of love life

Question 29

what is personal relationships fulfilled by media
give example

Answer 29

The media may compensate for the decline of community and meaningful, intimate relationships
E.G social media communities like fan bases of shows ect

Question 30

how is personal identity fulfilled by media
give example

Answer 30

use media to modify identity to change how others perceive them
e.g the way/stuff we can post on social media can change how people see us

Question 31

how is surveillance fulfilled by media
give example

Answer 31

People use the media to obtain information about the world, primarily the news.
e.g reading online articles to make up your mind on particular issues

Question 32

what does the cultural effects/drip drip model state about the audience

Answer 32

audience is passive they mindlessly internalise capitalist ideology over a period of time

Question 33

how is non marxist ideology kept out of mainstream media

Answer 33

Points of view which are oppositional media owners and middle class journalists’ world views are generally kept out of the mainstream media through processes such as agenda setting and gatekeeping.

Question 34

how is ideology dripped into audience and what impact will this have

Answer 34

Audiences are continually exposed to the dominant ideology and this has a gradual ‘drip-drip’ effect and over time audiences come to share the views of the rich and powerful. They also come to criticise those who have been demonised by the ideological framing of the elite: such as immigrants and those on benefits.

Question 35

how do marxists believe this has occured

Answer 35

purposeful dumbing down of media content serious programmes about the sate of the world like news and documentaries that encourage critical thinking are in decline . Whereas trivial reality shows have increased

Question 36

what does it mean that reality shows are opium of the people

Answer 36

doesnt encourage critical thinking just keeps us distracted from real-world problems so we dont acknowledge who is causing them

Question 37

Criticise cultural effects model

Answer 37

media is polysemic not interpreted the same by everyone and other models would argue we can reject media we dont agree with so audience is not passive