sociology media topic 5 Flashcards
What is Hypodermic Syringe Model ?
Model of relationship between the media and audience sees a direct correlation between real life violence and anti social behavior and such behavior in such media such as film - media injects ideas into people’s heads
Banduras example of HDS Model
Bobo Doll experiment and copycat violence
Explain Slenderman 2014
Two friends lured 12 year old girl into words and stabbed her 19X to prove to slender man
Who can we criticize HDS Model ?
Not everyone who listens or watched media commits violence or anti social behavior so it is too deterministic
Evaluate Banduras Results
Inaccurate due to :
Social Desirability
Articifical environment
Not representative
What’s is desensitization?
Children’s prolonged exposure to violent and sadistic images leads them to desensitize and see violence as normal and behave in more anti social ways
How does Huesmann Et Al 2003 evidence to support Desensitization ?
Studied 300 young people from age 8 to 20
Found those who watched media at early age were more aggressive
How can we evaluate Huesman et Al 2003 ?
Correlation does not mean causation
What are the 2 censorship rules ?
Age Certificates on films
9 Oclock Watershed
What do McCabe and Martin 2005 argue ?
Argue media violence has a disinhibition effect as it convinces children that in some situations normal rules about conflict can be ignored , this is because in many films violence is seen as a heroic act which brings reward rather than punishment
What do feminist sociologists argue about applying HDS model to non violent behaviour ?
Look at role of media in contributing to low self esteem and eating disorders in women and role of pornography in encouraging negative attitudes towards women
What do marxists sociologist Marcuse argue about applying HDS model to non violent behaviour ?
Marcuse sees media as directly transmitting a mass culture based on consumerism , making them more vulnerable to ruling class ideology
How does catharsis criticise HDS Model ?
This is a safe release of violence or aggressive impulses by taking part in sport , playing computer games or watching on screen violence
What do Fesbach and Sanger say about catharsis ?
Screen violence can provide a safe outlet for people’s aggressive tendencies
How does sensitisation criticise HDS Model ?
Sociologists argue that seeing effects of violence and especially the pain and suffering that it causes to the victim and their families may make viewers more sensitive of its consequences and so less inclined to commit violent acts
What does Ramos Et Al say about sensitisation ?
Participants in their research were significantly more empathetic towards victims suffering when they knew they were watching real life violence rather than fictional violence
What are problems with lab studies which criticise HDS Model ?
1)People behave differently under lab experiments rather than everyday environments
2)Media habits are generally controlled by parents , especially when young so without parents their behaviour may change
3)Hawthorne effect
How can we criticise HDS Model doesn’t differentiate between different types of violence and audience interpretations ?
1) Different types of violence such as boxing and cartoon violence , authentic violence , functional violence
2) Only focuses on certain types of violence and is selective in its approach to media
How does being deterministic criticise HDS Model ?
Many young people see violent images and do not commit violent acts , so clearly other factors effect violence , suggests people carry out violence after watching is not guaranteed
How does children being sophisticated media users criticise HDS Model ?
Children can distinguish between fictional and cartoon violence and real life violence from and early age
How does statistics children being sophisticated media users criticise HDS Model ?
1) 52% of 12-15 year olds are aware ads are main source of funding on the site
2) 47% aware that vlogs are often paid to endorse products
What does Milwood Hargrave children being sophisticated media users criticise HDS Model ?
Found no evidence of confusion in children’s minds between fictional and real life violence
How does HDS approach scapegoat the media and ignores other causes of violence ?
Often fails to consider other social and psychological factors that may motivate violent or anti social behavior, such as poor parenting, childhood trauma , the peer group , drug abuse , mental illness
What does Ferguson criticise HDS approach scapegoat the media and ignores other causes of violence ?
Violence in USA has fallen by 83% in the past two decades despite an explosion in a number of violent computer video games
What is an active audience approach ?
HDS Model of the relationship between the media and the audience can be criticise on a number of grounds , not at least that it treats the audience as excessively passive and neglects their choices , look at audience actively
What is the first step of selective filter model ?
Selective exposure - Audience must choice to view , read or listen to media to be influenced by it , this is affected by interests , education , age , gender , class
What is the second step of selective filter model ?
Selective perception - Audience may view media content but reject it because it doesn’t fit their perception of the world , feminist likely to reject story condemning a celebs weight gain or outfit choice
What is the third step of selective filter model ?
Selective Retention - Media content has to be retained to influence the audience , we simply target a large amount of information we are exposed to and are more likely to remember things we are agree with
How can we evaluate the selective filter model ?
1) Unlike the HDS model , theory is useful as it acknowledges audience members have choices about what they consume
2) Acknowledges idea that social groups influence way audience select and interpret media
What is the uses and gratifications model ?
Suggest people use media actively to fulfill their own personal needs, which is dependent on class ,age and gender
What is the first step of uses and gratifications model ?
Escapism - Escaping worries about jobs , relationships , money issues , immersing themselves in media
What is the second step of uses and gratifications?
Personal relationships - Compensating for a lack of community in our lives by following TV characters
What is the third element of uses and gratifications model ?
Personal identity - People may use media to makeover their identity , whether presenting themselves as fashionable on social media , teen uses of LGBT in media to make sense of sexuality
How can we criticise uses and gratifications model ?
1) Marxists - GUMG argue that the choices the audience has are restricted
2) Postmodernist - Argue we can’t simplify people’s needs and tastes to few categories
What is reception analysis model ?
People interpret media differently due to social backgrounds
How can we criticize uses and gratifications model ?
Doesn’t look for model at age groups , classes , ethnic groups in different ways
Who researched reception analysis model ?
Morley
What is the first reading of reception analysis model ?
Preferred readings - Ruling Class ideology is put out as they are owners, owners view is put out and audience gradually takes on ruling class ideology of their own so RC ideology and messages are dominant and powerful
What is the second readings of reception analysis model?
Negotiated reading - reinterpreted content to fit own views , messages are mostly accepted by the audience
What is the third reading of reception analysis model ?
Oppositional reading - messages presented by the media are either rejected or interpreted in a different way than intended
What model sees audiences as very diverse and engaged in active choices and sees media messages as polysemic interpreted in different ways ?
Reception analysis model
How can we criticise reception analysis model ? A03
Respondents reaction may have been affected by the fact that they did not see the news programme in their natural environment
How do feminists criticise the reception analysis model ? A03
Argue that the theory implies it is easy to negotiate or reject media messages , but ignores cumulative effect of patriarchy being enforced all the time
What is the cultural effects model ?
It argues that media content contains messages which reflect the interests of media owners
What did Lyengar and Simon find in cultural effects model ?
Found those who relied most on TV news of the Gulf War were more likely to favour a military rather than a diplomatic solution
What is the drip drip effect in cultural effects model ?
Over time, through a ‘drip-drip effect’ most people come to accept these ruling class values e.g. ‘material possessions bring happiness’, ‘the wealthy have worked hard for their position, ‘many people on benefits are lazy scroungers’
What are strengths of the cultural effects model ?
Recognizes that relationship between media and audience is complex as people interpret messages differently based on social and cultural context , audience is not entirely passive or active
What is the weakness of the cultural effects model ?
Marxist argue that people still spend billions on advertised products as people everyday buy things they do not need because media companies have created false needs
What is the postmodernist approach ?
The postmodernist model focuses on how individual members of the audience create their own meanings from a media text. They argue generalisations about the effect of the media on its audience are impossible, as viewers and readers may react to the same content in multiple different ways. All of these reactions and interpretations are of equal value, as there is no single truth. Therefore, it is impossible to say whether the media is having a positive or negative effect on its audience.
What is a strength of the postmodernist model ?
The postmodernists view is useful to the extent that it recognises that audiences and interpretations are extremely diverse
What is a weakness of the postmodernist view ?
As the postmodernist approach does not identify any clear effects the media has on its audience, it is arguably not very useful for enhancing our understanding of the media-audience relationship
What can the postmodernist approach be used to criticize ?
All other models
