Media theories Flashcards
According to Frankfurt school theory, who controls how we think
big corporations and the state
explain the frankfurt school theory
- 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
what is the culture industry
designate the products and processes of mass culture, designed to deceive and makes the masses conform
explain the hypodermic needle theory
implied mass media had a direct immediate and powerful effect on its audiences
what was the hypodermic needle theory a result of
- the rise of radio and television
- the emergence of advertising and propganda
what is the audience like according to hypodermic needle theory
passively receiving the messages, not critical, not active
explain linear communication model
sender- message- channel- receiver
explain system theory
circular model, feedback from audience
explain Laswell propaganda theory
governments had just to communicate a message and produce propaganda to try and sway populaces to their way of thinking
give a definition of propaganda
mass communication aimed at persuading individuals of a message
give an example of a propaganda symbol
uncle sam
give the main points of the two-step flow of communication
- 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
who are opinion leaders
people you know personally
what is the cultivation theory
- 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
explain reception theory
the text is encoded by the producer and decoded by the reader
what are the three types of readings in reception theory and explain them
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.
how would you describe the audience according to the reception theory
active
explain the gatekeeping model
gatekeepers control access to positions of power and negotiate the flow of info
what is a gatekeeper
person who decides what shall pass through each gate section
what is agenda setting
-news media establish a hierarchy of topics
- news media don’t tell people what to think only what to think about
what is framing analysis
-media explains how we think about information
-rephrasing a statement to add implicit meaning
what are moral panics
- scapegoat or group labeled as deviant
- news media frame a group or a behaviour as deviant
give an example of a moral panic
- illegal immigrants
- Muslims as terrorists
- razor blades in halloween candy
explain the uses and gratifications theory
audience uses media to meet individual needs and motivations. the effects of media are limited
