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Media-social > Media Regulation > Flashcards

Media Regulation Flashcards

1
Q

Hypodermic Needle. (1920-1940)

A

(Passive) The hypodermic needle theory is the theory that the majority of audiences are passive and uncritical to messages and values espoused by the media that they consume.
An example is in Orson Welle’s War of the Worlds hoax broadcast accepted as real to much hysteria.

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2
Q

Two Step Flow (1948)

A

(Active) The theory that media flows from the source of media to an opinion leader and then on to followers of said leader as a large source of the masses media consumption leading to the resultant media consumption being influenced by the leaders opinion. An example is the celebrity endorsed Kony 2012 despite criticism from journalists and experts.

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3
Q

Reinforcement Theory (1960)

A

(Active) confirmation Bias-people seek out media that validates already held beliefs. Example are anti-vaccination.

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4
Q

Agenda Setting function Theory (1972)

A

(Active) Media’s ability to influence masses by devoting more attention to specific stories to focus attention on them. Example large amount of attention given to President Trumps tweets however inconsequential leading to the idea that they are important.

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5
Q

Types of reception theory (1973)

A

(Active) Dominant, negotiated and oppositional

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6
Q

Define dominant reception theory

A

How the producers wishes the text to be received. Godzilla (1954) carried an obvious and primarily accepted message in regards to the horrors inflicted by nuclear war.

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7
Q

Define negotiated reception theory

A

Audience accepts some of producers views but has views on product themselves. A person may accept that it’s realistic for a character to use racially charged slurs in a period appropriate setting such as in Django Unchained (2012) but still find it distasteful.

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8
Q

Reception theory-Oppositional reading

A

Audience rejects products meaning and substitutes their own. Fight Club (1999) intends to present Tyler Durden the narrator’s split personality as an embodiment of toxic masculinity, sociopathy and not an example to be followed and yet many celebrate the character with some people having made their own fight clubs in real life inspired by the movie.

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9
Q

What year was hypodermic needle theory founded?

A

1920-1940

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10
Q

Agenda setting function theory year of founding?

A

1972

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11
Q

Reception theory year?

A

1973

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12
Q

Reinforcement theory year?

A

1960

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13
Q

Two step flow theory year?

A

1948

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14
Q

Pros of regulation media?

A

Aids in prevention of religious conflict, triggering,violence or sexual content showed to children.

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15
Q

Cons of censorship?

A

Controls flow of information, stifles creativity, interferes with free speech.

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16
Q

Define cultivation theory(1970’s-1980’s)?

A

(Passive) Media contributes to audiences perception of social reality.

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17
Q

Define Spiral of silence?(1974)

A

(Active) Mass media plays a significant role in defining dominant opinion. Opposition minded people are afraid to speak out fearing social isolation.

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18
Q

Define propaganda model?(1989)

A

(Passive) Mass media is controlled and owned by powerful organisations serving their own interests.

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19
Q

Define uses and gratification theory?(1974)

A

(Active) People use the media to gratify a variety of needs.

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20
Q

Define semiotic constructivism?(1970’s)

A

(Active) Theory suggesting media is constructed using a shared code with the goal of using this code to influence the consumer.

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21
Q

Define encoding/decoding (1980)

A

(Active) Audience derive own meaning from media texts. Dominant negotiated or oppositional.

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22
Q

Uses and gratification theory year?

A

1974

23
Q

Semiotics year?

A

1970s

24
Q

Encoding/decoding year?

A

1980

25
Q

Cultivation theory year?

A

1970’s-1980’s

26
Q

Spiral of silence year?

A

1974

27
Q

Propaganda model year?

A

1989

28
Q

List of active audience theories?

A
  • Reinforcement theory
  • two step flow theory
  • uses and gratification theory
  • semiotics
  • encoding/decoding
  • Agenda setting function theory
  • spiral of silence
29
Q

List of passive audience theories?

A
  • Hypodermic needle theory
  • cultivation theory
  • propaganda model
30
Q

Evidence, strengths and weaknesses of Hypodermic Needle Theory?

A

Early moral panics like Orson Welles War of the Worlds (1938) are often taken as evidence in support of this theory.
Strengths and weaknesses: while often still talked about as if it were verified it’s been disregarded as outdated and audiences are less passive than this theory purports.

31
Q

Evidence, strengths and weaknesses for agenda setting function theory?

A

Evidence is often given as the correlation between the number of news stories on an issue and how importNt people think it is.
Strengths and weaknes: news is obtained and consumed in a different way now with big news channels and paper printers having less of a monopoly on story time allocation.

32
Q

Cultivation theory evidence, weaknesses and strengths?

A

As evidence several studies have been carried out to determine if increased television consumption leads to a more ‘television’ view of the world and the finding is that crime on television is ten times greater than real life leading to a more dangerous view of the world.
Strengths and weaknesses: considers contribution television makes to culture and society while a criticism is that people are also likely influenced by other factors also.

33
Q

Spiral of silence evidence, strengths and weaknesses?

A

Research has shown that the closer a persons view is to the mainstream the more likelier they are to express it while the converse is true.
Strengths and weaknesses: The spiral of silence has a narrow focus but analyses how the mass media influences our willingness to become involved in public debate.

34
Q

Propaganda model evidence, strengths and weaknesses?

A

There is. Lot of research on the subject as evidence with one study showing the Canadian government influenced the reporting on the near genocide in papa New Guinea after Indonesia invaded leading to fewer articles on the atrocity.
Strengths and weaknesses: some argue that Internet means large organisations no longer have absolute media control while others argue this only exaggerates problem.

35
Q

Reinforcement theory evidence, strengths and weaknesses?

A

Hundreds of studies support the theory including a 1948 study illustrating people’s predisposition to vote in a manner in line with the rest of their family.
Strengths and weaknesses: moves the discussion away from media as all powerful and the main decider of opinions, weaknesses is it discounts that media can still change minds.

36
Q

Two step flow theory evidence, strengths and weaknesses ?

A

An examination of the 1940 presidential campaign found that people were far more influenced by opinion leaders than campaign advertising.
Strengths and weaknesses: acknowledges audience are part of society affecting the flow of information, flaws are that there are likely more than two steps in the flow and that people often go to a primary source before seeking out secondary source of opinion leader.

37
Q

Uses and gratification theory evidence, strengths and weaknesses?

A

Evidence is its an approach taken to examine what people do with media.
Strengths and weakness: studies media rather than influence . Vague definitions of important concepts.

38
Q

Semiotics constructivism evidence, strengths and weaknesses?

A

No empirical evidence and no way of conduction research.

Strengths and weaknesses: Focuses on the reader but loosely defined critical approach.

39
Q

Encoding/decoding evidence, strengths and weakness?

A

Way of thinking not supported by evidence.
Strengths and weaknesses: only three decoding positions not supported by empirical evidence but does consider importance of culture.

40
Q

Who are. The media regulators?

A
  • ACMA
  • National classification Scheme
  • Advertisings Standards Bureau
  • Code of conduct on body image
  • industry self regulation
41
Q

How does the ACMA regulate media?

A

The Australian communication and media authority (ACMA) is the government body responsible for regulating broadcasting and online content in Australia. Has also developed codes of practice for television and radio broadcasts in Australia.

42
Q

How does the National classification scheme regulate media?

A

Classification of video games, movies and publication in Australia. Made according to principles of adults seeing, hearing and reading what they want and that children should be protected from upsetting or disturbing material.

43
Q

Advertising standards bureau regulates media how?

A

Oversees a national system of advertising self regulation. A free service to handle consumer complaints about advertising.

44
Q

Code of conduct on body image regulates media how?

A

Introduced in 2009 to help influence representation of body image. Encourages adoption of more body friendly practices. Encourages healthy range of body types and ethnicities. Complies to the code would receive body image tick of approval. Criticised that very few companies agree to this voluntary code.

45
Q

Industry self regulation regulates media how?

A

Many news organisations gave codes of conducts to which they are held with the goal of protecting editorial independence. Problems are journalists only held accountable to superiors and not third party and that many news organisations lack a code of conduct.

46
Q

What are the academic approaches to media influence?

A
  • effects tradition
  • cultural studies
  • political economy
47
Q

Effects tradition focus, strengths and weakness.

A

Focus:media effects
Strengths and weaknesses: Narrow focuses on media effects-starts backwards assuming media effects audiences and then attempting to prove it.

48
Q

Cultural studies focus, strengths and weaknesses.

A

Focus: individual media consumption and the construction of meaning.
Strengths and weaknesses: conducts qualitative research and doesn’t make the assumptions tradition does. Criticised that it ignores the effect of capitalism and economic power structures in the mass media.

49
Q

Political economy focus, strengths and weaknesses?

A

Focus: political and economics system.
Strengths and weaknesses: looks at how mass media operates but is critiqued for not focusing on the culture in which media consumption takes place.

50
Q

Effects model umbrella

A

Hypodermic needle
Agenda setting and function theory
Reinforcement theory
Two step flow theory

51
Q

Cultural studies model umbrella

A

Cultivation Theory
Uses and gratification theory
Reinforcement theory
Ideavirus

52
Q

Political economy model umbrella

A

Cultivation theory
Hypodermic needle theory
Agenda setting and function theory
Two step flow theory

53
Q

Ideavirus year?

A

2000

54
Q

Three audience theories?

A

Hypodermic needle model
Uses and gratifications model
Reception theory

Media-social (3 decks)

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