Section B: media effects Flashcards
What is the direct effect theory
Based on the view that the media has an immediate and powerful influence on audiences. These theories see audiences as unable to resist the power of the media and their messages.
There are concerns that this has a connection to violent crimes within society e.g.John Venables and the film Chucky = copycat killer
What does Packard argue and what model does he mention
The hypodermic syringe model - Packard argues that media was like a syringe, it injects messages into the audience. It is immediate and powerful and audiences are unable to resist the media messages.
E.g. Newspapers sending a clear message to readers
What does Newson argue and what model does he mention
Hypodermic syringe model - Newson argued that children who witness violence in the media are more likely to commit acts of violence in the real world (primary socialisation)
E.g. Jamie Bulger killed by John Venables = Copycat killer to chucky childs play 3
What happened during the bobo doll experiment
Children observed and copied behaviours they saw
What did Anderson study
Studied the effects of violent song lyrics on the attitudes and emotions of 500 college students.
Indicated a clear pattern of increased aggressive thoughts and feelings of hostility following on from listening to violent song lyrics
What did Hall et al study
Studied content of lyrics between 1959 - 2009 and found a significant increase in the amount of sexualised content.
They argued that such lyrics ‘can teach young men to be sexually aggressive and treat women as objects while often teaching young women that their value to society is to provide sexual pleasure for others’.
What did Hardcastle et al study
Studied positive references to alcohol and the use of alcohol in popular music.
They argued that ‘the exposure of young people to alcohol in the media is a major concern given its potential impact in drinking behaviours’
What did Feshbach and Singer find
The group that was exposed to non-violent images were actually more aggressive.
Suggests that media violence can have a direct effect in providing a safe means of release of aggression.
Evaluations For direct effect theories
Laboratory experiments do not show real life setting (low mundane realism)
Isolates any other influences that can lead to particular behaviours
Only measures short term effects
Gauntlett - Only blame television
Opinion also shaped by own experience and understanding
What is the indirect effect theory
Believe that the media has a strong effect on its audience. However, they believe that this is the result of different influences with the media messages (others opinions)
Consider how audiences receive media messages and what can shape this opinion.
What does the two step flow model believe
People experience direct and indirect media messages which could lead to people rejecting or changing their opinion of the same media
What did Katz and Lazarfield say
Two step flow - Identified the role of opinion leaders in influencing the views of others
What is an opinion leader
Individual who has more exposure to media views on a particular topic e.g. Newspapers, they are regarded as an expert on that topic.
Whats the difference between an active and passive audience
Active = We are able to choose our own opinion
Passive = We are unable to choose our own opinion
What does the cultural effects theory argue
Effects the behaviour and attitudes of different social groups in different ways depending on their cultural background
What does Gramsci believe about cultural effects theory
Believed that the media keeps the audience supporting capitalism by presenting capitalist ideas as ‘common sense’ and seen as ‘natural’ in order to maintain control
Why is the cultural effects theory often describe as a ‘drip-drip’ theory
It is shaping the norms and values of the audience. Gradually over long term exposure to media
How does desensitisation relate to the ‘drip-drip’ model
They show distressing images of famine and poverty to change or shape peoples opinion and how they see this.
Evaluation on indirect effect theory
The audience are likely to be effected by a range of actors not just media alone
Individuals who may be most at risk of being influenced by the media may be socially isolated
Analysis tends to focus on the media affecting the audience
Individuals may be active with their approach and choose their own opinion on media
What is active audience approach
Both direct and indirect theories of media effects argue that the media has a strong influence on its audience.
Active audience models suggest that such perspectives ignore the role of the audience in using, interpreting and making sense of content.
What does the uses and gratifications model argue
The audience use the media for their own purposes to satisfy their needs. The audience is therefore active
What did Zillmann show in terms of the uses and gratificationsmodel
Showed the influence of mood on media choice e.g. Stress might make someone watch something more relaxing
What were McQuails 4 reasons for media use
Information - finding out about relevant events
Personal identity - reinforcement of personal values
Integration and social interaction - Gaining insight into circumstances of others
Entertainment - Escaping or being diverted from a problem
What did Hall say about the coding/decoding model of communication
Neo-Marxist - Media professionals code media messages in ways that support power structures (bourgeoisie) ad audiences are able to decode these messages in a variety of ways depending on social background
What did Hall suggest are the ways of reading a media message
The dominant/Hegemonic reading - In which the audience takes in the meaning that media professionals intend: ‘they believe the message’
The negotiated reading - The audience mixes the dominant reading with alternative ideas
The oppositional - Totally different to the dominant ideology
What is Klapper’s selective filter model
Useful in explaining the process that the audience goes through when interacting with the media
- Individuals select which media products they will consume
- Individuals will choose how they will perceive the messages
- Individuals will only retain the content that accords to their interests
Evaluation of active audience approaches
The research conducted used bad methods (questionnaires)
Active audience approaches ignore socio-cultural contexts
Media needs are created by capitalism as a distraction
Media usage is not always selective
Media messages are too powerful to fully decode
What is Deviance
The fact or state of diverging from usual or accepted standards, especially in social or sexual behaviour.
Violation of society norms
What is deviancy aplification
Developed by Wilkins - Where a person or group of people deviate against the norms and values of society. The media will then report on this deviance, which then increases public awareness and encourages more people with the behaviour.
How is a moral panic created
When more people become deviant due to deviancy amplification, a moral panic is created which threaten the norms and values of that society. The original people (folk devils) are blamed for this panic in the public.
E.g. Killer clowns
Who are the mods and rockers and what did they do
2 groups riding scooters = mods and motorbikes = rockers, (youth subcultures)
They were involved in vandalism, fighting groups and beach entertainment
What was the publics reaction to the Mods and Rockers
Creating moral panics
Youths=join a group
Bring back sensible soldiers, punish them
What did Cohen say about deviancy and moral panics
Classic folk devils and moral panics
What did Goode and Ben-Yehuda say about deviancy and moral panics
Rejected Cohens view about moral panics and that they have stages:
Concern - Argue that deviant acts will effect social order
Hostility - Increased hostility towards the group leads to the leader becoming a folk devil
Consensus - Influential people lead campaigns against the group
Disproportionality - Reaction out of proportion to the problem
Volatility - Moral panics come and go like issues, audience lose interest
What did Furedi say about deviancy and moral panics
Moral panics arise when society fails to adapt to social changes and is felt like a moral panic
Moral panic reflects wider concerns that the older generation hold about the nature of society
Think that traditional norms and values are losing relevance
What did McRobbie say about deviancy and moral panics
Another view of moral panics, ‘panics are no longer about social control but rather about the fear of being out of control’.
We are simply seeing representations as representations and we are always in reality even watching TV or reading a newspaper. We are able to choose what we see as reality and what we see as representations (selective)
-postmodernist view (more fluid)
What is the marxist and neo-marxist perspective on deviancy amplification and moral panics
- Marxist = Argue that deviancy amplification and moral panic is a form of social control to support capitalism. This is to distract people from the real issues that create inequality in society. ‘False class consciousness’
- Neo-marxist = See it as important to investigate who has the power to define deviance and to explain why some groups came to be identified as folk devils in the first place.
What is the interactionist perspective on deviancy amplification and moral panics
-The process of defining and labelling deviance. They believe that different labels can victimise groups as criminals and deviants
E.g. Police might label black youths as more likely to be criminal, resulting in black youths more likely to be charged with a criminal offence
Evaluation of deviancy amplification and moral panics
- Marxist views are criticised for not acknowledging that moral panics can be the product of real concerns in society
- No evidence of the ruling class trying to create a moral panic/false consciousness
- Interactionists fail to explain why some people are labelled as deviant and some people are not
- Critics argue that it fails to explore the power relations behind the labelling process
- Pluralists argue that moral panics are created to reflect the values and concerns of their audience and media cannot create such panics if the stories do not match the perspective of their audience
