Media models key concepts Flashcards
Negotiated reading
An interpretation of media text that modifies the intended (preferred ) reading so that if fits with the audience members’ own views.
Cultural effects model
The view that the media are powerful in so far as they link up with other agents of socialisation to encourage particular ways of making sense of the world.
Oppositional reading
An interpretation of media text that rejects its intended (preferred) reading
media regulation
Control of what we see, hear and read in the media from outside bodies.
Preferred or dominant reading.
The intended message contained within the text.
Active audience approaches.
The idea that the audience are not passive and will interpret and use the media in different ways.
media text
Any media output, be it written, aural or visual, e.g magazine article, photo, CD, film, TV or radio programme.
selective perception
The idea that people react to media messages differently, depending on whether they agree or disagree with them.
Selective retention
The audience will only remember those messages which they consider valid or true.
selective exposure
The idea that people only watch listen or read what they want to.
Hypodermic syringe model
The view that the media are very powerful and the audience very weak. The media can ‘inject’ their messages into the audience, who accept them uncritically.
reception analysis
Research that focusses on the way individuals take meanings from media messages.
Uses and gratifications model
The view that people use the media for their own purposes.
Structured interpretative model
The view that people interpret media texts according to their various identities, e.g. class, gender, ethnic group.
selective filter model
The idea that people remember only certain media messages.
