Models Of Media

Question 1

Outline HSM

Answer 1

Marcuse - the media transmit messages which are injected into the hearts of the audience

HSM is a passive model:
Suggests the media acts as a syringe, injecting media texts into the veins of the audience
- Audiences are seen as passive and are unable to resist the media texts
- The Media fills audience with dominant ideology
Feminists suggest the HSM encourages the patriarchy
Morgan - Porn is Theory, Rape is practice

Question 2

Outline Cultural Effects theory
(Drip-Drip)

Answer 2

CE argues media content is “Dumbed Down” (Passive Theory)
- Marxists believe there is a “Drip-Drip” Effect which effects audiences over a long period of time (embedded w/ Ideology)
— Philo argues if ab audience has no experience of an issue, they will instantly believe the media message

Question 3

Outline The Two-Step Flow
(Active + Passive)

Answer 3

Social Networks are dominated by an Opinion Leader - (Katz + Lazarsfeld)
The Media send out a message
- Reaches Opinion Leader
— Audience listen to Opinion Leader

Media Audiences are not directly effected by the media

Question 4

Outline RAM

Answer 4

Reception Analysis Model sees the audience as Active (choice)

Hall - media is encoded by those who produce it (w/ a Dominant Hegemonic Viewpoint)
The audience then decode media texts
Hall suggests most audiences decode the Texts exactly how they were intended

Reception Analysis - Morley
People decode media in three ways:
1) Preferred - decode the same way they are interpreted
2) Negotiated - generally accept preferred reading but may amend it to fit their own beliefs
3) Oppositional - reject the preferred reading altogether

Question 5

Outline Uses + Gratifications Model

Answer 5

• Audience are the most active and messages has little effect on the audience
• Audience use the media for their own Pleasures, Needs and Interests
• Park Et AL - used U+G model in a web survey on a Facebook Group:
  He found They use Facebook for:
• Entertainment
• Personal Status
• Meeting with others

However, Marxist would argue that the “Needs” of this model are manufactured by the media (Manufactured Needs)

Question 6

Media Violence

Answer 6

Media violence is blamed for an increase of violent crime in Society

Media DOES make us violent
Copycat crimes - violent media creates crime - James bugler

Dangerous Role Models:

Bandura - BoBo Doll study - led to watershed

McCabe - Disinhibition effect :
Media convinces children violence can resolve conflicts

Desensitntion:
Viewing of violence in media normalises it

Critisms - Media DOES NOT make us violent:
- Jock Young - sensitisation
- Buckingham - we are media literate
- Acts as a Catharsis

• lab studies lack validity