Media PEEL paragraph (Evidence) Flashcards
Klapper (1960) - Selective filter model
Support active audiences
TRIGGER WORDS:
1. Explains the process
go through
Explains the process that the audience goes through when interacting with the media.
Katz and Lazarsfeld (1955)
Two step process model
Indirect Effects
What did they demonstrate
TRIGGER Words
1. people experience the media Directly
2. depends on interaction
effect
Demonstrates that people experience the media directly however the effect of the media depends on their interaction with other people.eg. family, friends, teacher etc.
Holbert & Stephenson (2003)
Offered a deeper understanding of the Two- Step Flow Model
Indirect Effects
Opinon leader leader can change message
Opinon leader act as filters
Function as amplifiers
media effects
Argued that not only do opinion leaders act as filters when they transmit knowledge of the media but when they transmit messages partly or totally changed, they can function as amplifiers of media effects.
Katz and Lazarsfeld (1955)
Evidence
TRIGGER WORDS
- Role of the opinon leader
- Exposure
Indirect Effects
They identified the role of the opinion leader as an individual who has more exposure to media and transmits the messages in the context of social relationships.
Katz and Lazarsfeld (1955) Evidence 4 What did they claim Indirect Effects
TRIGGER WORDS:
- reaches
- Takes in
- transmits
What does the opinon leader do?
They claim that the media reaches the audience through two steps;
- The opinion leader takes the media messages
- The opinion leader transmits these on within the context of social relationships.
Selective filter model
Active audiences
TRIGGER WORDS:
- The process
- Interacting
go through
The process that the audience goes through when interacting with the media
Opinon leader
An individual who has more exposure to the media and then transmits these message in context of social relationships
What did Klapper (1960) argue about audiences?
Active audiences
TRIGGER WORDS:
- Aud not passive
- Media reinforces
That the audiences are not passive but the media reinforces previously held beliefs and attitudes.
He stated that there are a variety of ways in which individuals filter such content. What are they filters
EVIDENCE TO SUPPORT SELECTIVE FILTER MODEL
Active audiences
- Selective exposure
- Selective perception
- Selective retention.
- Selective exposure
Klapper Selective filter model
Active audiences
Trigger words
- To have any effect at all a person must..
- Access
To have any effect at all a person must choose to access that content. Cannot have an effect if no one is consuming.
Selective perception
Active audiences
TRIGGER WORDS:
- consumers
- accept
Not all
Not all media consumers will accept or pay attention to all the messages
Selective retention
Active audiences
TRIGGER WORDS:
1. Bias
remebering
agree
People are bias towards remebering only things they agree with.
Williams et al (1981)
Direct effects
TV in British Columbia a.k.a ‘Notel, Unitel and Multitel Study’
Measured children’s behaviour before and after television had been introducted into a town called Notel. Compared this with other towns
TRIGGER WORDS:
1. Conducted
Conducted a study in a town called Notel who had no TV, Unitel that had one channel and Multitel that had multiple channels. They found that there was an increase in aggression in multitel
Findings of Willams et al (1981)
TRIGGER WORDS:
- Found
- Over two years
What was the difference in sex-sterotypes views between notel, unitel and multitel.
They found that there was an increase in aggression in multitel though aggression in all towns increased over the two year study after the introduction of TV.
Children in Notel and Unitel had weaker sex-stereotyped views than Multitel at the start of the study, especially the girls.
Unitel
Town with one channel
Multitel
Town with many channels available
Which city had the most level of agression
Notel
Gauntlett (1995)
Crituqe of Direct effects
TRIGGER WORDS:
- blaming
- ignoring
Criticises direct effect theories for blaming television for problems such as crime while ignoring other possible causes, such as social inequality.
Anderson et. al. (2003)
Support direct effect
TRIGGER WORDS:
- Violent song lyrics on attitudes and emotions
- Violent vs non violent
Conducted research into the direct effect of music as he studies violent song lyrics on attitudes and emotions of 500 college students who were asked to listen to violent and non-violent lyrics. They found that ones that listened to violent song lyrics had a higher increase in aggression.
Contemporary evidence for Anderson
Kim written by eminem portray violent imagery.
Bandura (1961)
Support Direct effects
Young children witnessed an adult behaving in an aggressive way towards a Bobo doll. The adult hit the doll with a hammer and shouted abuse at it.
When the children were later observed playing with a variety of toys including a Bobo doll, they behaved much more aggressively toward these toys than those children who had witnessed a non-aggressive adult.
Blumler and McQuail (1968) and Lull (1995)
Gratification Model
Active Audiences
TRIGGER WORDS:
1. In order to satify their particular social needs
Introduced the gratifications model which suggested that people use the media in order to satisfy particular social needs that they have.
Wood (1993)
Active audiences
Ilustrated how teenagers may use horror films to gratify their need for excitement.
What does the Gratification model describe?
TRIGGER WORDS:
- What the media does to ppl
- as it is seen as a part of broader
among who?
What the media does to people as it is seen as a part of a broader trend among media researchers towards what people do with it.
The influence of the media reachers the audience through two steps:
- Opinon leader take in the media messages
2. The opinon leader trasmits these within the context of social relationships
Example of an opinon leader
Pierce morgan as he talks about current issues going on in society on This morning.
Zilmann (cited in McQuail 1987)
Active audiences
TRIGGER WORDS:
- Influence of mood on media choice
- bordeom = looking for exciting
- Stress = relaxing content
Has shown the influence of mood on media choice; for example boredom might encourage exciting content and stress might encourage relaxing content.
Weaknesses for Bandura study
Crituqing direct effect
- Low eco validity
Studies such as the bobo doll bandura Low ecological validity of lab studies (vs. high ecological validity of field studies)
Who are you using for Direct effects question
Bandura (1963)
Williams et al (1981)
Anderson et al. (2003)
Who are you using for Indirect effect of the Media?
Katz and Lazarsfeld (1955) - two process model
Holbert & Stephenson (2003) - Deeper understanding
Neo-Marxists - Cultural effects theory
Neo-Marxist Cultural Effects Theory
Indirect effect
TRIGGER WORDS:
Affect different social group in different ways depending on
Argued that attitudes and behaviours of different social groups in different ways depending on their cultural background.
E.G the effects of media messages vary according to the gender, social groups, ethnicity and age of the audience.
E.g violence films may effect men or women in different ways.
What does the cultural effect theory recognise?
TRIGGER WORDS:
1. The way the media is heavily influence by dominant
The theory recognises that the media is heavily influenced by the dominant and most powerful groups in society. This means that their interests strongly influence the content.
Who are you using for Active audiences
Klapper (1960)
Blumler and McQuail (1968) and Lull (1995)
Zilmann (cited in McQuail 1987)
What did Klapper argue?
Selective filter model
audiences are not..
the media does
That audiences are not passive receptors and that the media propaganda but it reinforces held beliefs and attitudes.
What did Klapper (1960) state about selective filter model
TRIGGER WORDS:
1. variety of ways in which individuals filter
That there are a variety of ways in which individuals filter such content:
Selective exposure, Selective perception & Selective retention
Neo-Marxist Cultural Effects Theory
What is the cultural effects theory
An indirect approach to understanding the effects of the media on its audience comes through cultural effect theory
Neo-marxist research into cultural effects theory
ways in which Media reflects the values of rich and powerful members of society
Empahsise ways in which the media reflects the values of rich and powerful members of society, such as those who owen, control and produce in the media.
Antonio gramci
Saw certain instituions such as edia as a site of struggle for hearts and minds and argued that the media has to be continously alert to the need to keep the audience on the side of capitalism.
Antonio gramaci
‘Hegemony’
What does he believe.
Used the term ‘hegemony’ to discuss the way in which capitalist ideas were presented as ‘common sense’ and seen as ‘natural’ in order to maintain control.
He believed audience must consent to these ideas and the media had an important role in gaining this consent.
‘Dript-drip’ models
Cultural effects theory
The cultural effect theory and other indirect theories are described as ‘drip-drip’ models in their prespective on how the media is seen as shaping norms and values of the audience. This process is regarded as happening gradually overtime.
What contrasts the ‘drip-drip’ cultural effects model
immediate
Hypodermic syringe model which tend to have a more short-term immediate perspective on media effects.
What concept can be associated with the drip-drip model?
audience’s norms can be altered
it is claimed
The concept of desensitatison can also be associated with the drip-drip model.
- It describes the way that the audience’s norms can be altered by viewing images with violent nature.
It is claimed that the audience don’t find such images distrubing overtime.
Who are you using for Active Audiences?
Klapper (1960) selective filter model
Blumler and McQuail (1968) and Lull (1995) - Gratifications model
Wood (1993)
Contemporary example for Klapper (1960) Selective filter model
2003 Iraq war
What % of readers were in favour?
What quater of the readers opposed the war ?
What does this difference suggest
During the 2003 Iraq war the Daily Mirror newspaper was vocally opposed to the war whilst 50% of its readers were in favour.
Conversely one quarter of the readers of the Daily Mail opposed the war while the paper was a strong supporter.
This difference suggests that people may form their own views beyond what the media tells them.
Who are you using for Indirect?
Katz and LazersField - two-step flow model
Cultural effects theory
Holbert & Stephenson (2003)
Who are you using for Direct?
Anderson et al (2003) - the direct effect of music on an audience on violent song lyrics
Williams et al (1981) - TV in British Columbia a.k.a ‘Notel, Unitel and Multitel Study’
Dworkin (1981) - pornograph leads men to being more violent towards women
Use Gratification model to criqtue culutral effects 16 marker.
People may argue that this is a better explanation
Blummer & Mcquail and Lull
Dworkin (1981)
Evidence to support that Media only has a direct negative effect:
directly resulted
Radical feminist Dworkin argued that viewing pornography directly resulted in men commiting violence against women.
