Media theories

Question 1

According to Frankfurt school theory, who controls how we think

Answer 1

big corporations and the state

Question 2

explain the frankfurt school theory

Answer 2

• media effect is strong and people are controlled by the media
• ideological domination via the media
• media manipulates people to accept social and political order
• the audience is gullible and easily manipulated

Question 3

what is the culture industry

Answer 3

designate the products and processes of mass culture, designed to deceive and makes the masses conform

Question 4

explain the hypodermic needle theory

Answer 4

implied mass media had a direct immediate and powerful effect on its audiences

Question 5

what was the hypodermic needle theory a result of

Answer 5

• the rise of radio and television
• the emergence of advertising and propganda

Question 6

what is the audience like according to hypodermic needle theory

Answer 6

passively receiving the messages, not critical, not active

Question 7

explain linear communication model

Answer 7

sender- message- channel- receiver

Question 8

explain system theory

Answer 8

circular model, feedback from audience

Question 9

explain Laswell propaganda theory

Answer 9

governments had just to communicate a message and produce propaganda to try and sway populaces to their way of thinking

Question 10

give a definition of propaganda

Answer 10

mass communication aimed at persuading individuals of a message

Question 11

give an example of a propaganda symbol

Answer 11

uncle sam

Question 12

give the main points of the two-step flow of communication

Answer 12

• limited effects of media
• social factors, especially opinion leaders are also important in the way in which audiences interpret texts
• info doesn’t flow directly from the text into the minds of it’s audience

Question 13

who are opinion leaders

Answer 13

people you know personally

Question 14

what is the cultivation theory

Answer 14

• long effect of the media affects users, it is not immediate
• heavy TV viewers’ perception of reality is shaped by their exposure to media contents

Question 15

explain reception theory

Answer 15

the text is encoded by the producer and decoded by the reader

Question 16

what are the three types of readings in reception theory and explain them

Answer 16

Dominant reading: Receiver shares the encoding of the message. Accepts ruling ideology.
Negotiated reading: Receiver shares in part only the encoding of the message. Some elements are rejected.
Oppositional reading : Receiver is criticizing the encoded message, and has an alternative message to propose.

Question 17

how would you describe the audience according to the reception theory

Answer 17

active

Question 18

explain the gatekeeping model

Answer 18

gatekeepers control access to positions of power and negotiate the flow of info

Question 19

what is a gatekeeper

Answer 19

person who decides what shall pass through each gate section

Question 20

what is agenda setting

Answer 20

-news media establish a hierarchy of topics
- news media don’t tell people what to think only what to think about

Question 21

what is framing analysis

Answer 21

-media explains how we think about information
-rephrasing a statement to add implicit meaning

Question 22

what are moral panics

Answer 22

• scapegoat or group labeled as deviant
• news media frame a group or a behaviour as deviant

Question 23

give an example of a moral panic

Answer 23

• illegal immigrants
• Muslims as terrorists
• razor blades in halloween candy

Question 24

explain the uses and gratifications theory

Answer 24

audience uses media to meet individual needs and motivations. the effects of media are limited

Question 25

give three examples of theories that would say that the effects of media are present

Answer 25

• frankfurt school
• hypodermic needle
  -cultivation theory (after long-term exposure)
• laswell propaganda theory
• moral panic

Question 26

give two example of theories that claim the the effects of media are limited

Answer 26

• uses and gratifications
• two-step flow of communication
• reception theory (?)