The Media - what effect does the media have on audiences? Flashcards
What is the primary function of the media in society?
To inform, educate, and entertain the public.
True or False: The media has no influence on public opinion.
False
Fill in the blank: The __________ theory suggests that the media has a direct and powerful effect on audiences.
hypodermic needle
What is agenda-setting in the context of media effects?
The process by which the media influences the importance placed on the topics of the public agenda.
What is cultivation theory?
The theory that long-term exposure to media content can shape an audience’s perceptions of reality.
Which sociologist is known for developing the uses and gratifications theory?
Elihu Katz
True or False: Media can reinforce existing social norms and values.
True
What does the term ‘media literacy’ refer to?
The ability to access, analyze, evaluate, and create media in various forms.
What impact does sensationalism in the media have on audiences?
It can lead to distorted perceptions of reality and increased fear or anxiety.
True or False: Media representations do not affect people’s self-image.
False
What is the role of social media in shaping public opinion?
Social media allows for rapid dissemination of information and can amplify voices that may not be represented in traditional media.
Fill in the blank: The __________ model emphasizes the media’s role in shaping our understanding of social issues.
framing
What does the term ‘mean world syndrome’ refer to?
The phenomenon where heavy viewers of violent media perceive the world as more dangerous than it actually is.
Who proposed the ‘two-step flow’ model of communication?
Paul Lazarsfeld
What is the main criticism of the hypodermic needle model?
It oversimplifies the relationship between media and audiences and ignores individual interpretation.
True or False: The media can act as a tool for social change.
True
What is the significance of the ‘spiral of silence’ theory?
It suggests that individuals may remain silent if they perceive their views are in the minority, leading to a lack of diversity in public discourse.
What is the effect of media portrayals on marginalized groups?
Media portrayals can reinforce stereotypes and contribute to social stigma.
Fill in the blank: The __________ effect refers to the gradual change in audience attitudes due to consistent media exposure.
desensitization
What is the difference between direct and indirect media effects?
Direct effects are immediate and observable, while indirect effects are more subtle and develop over time.
What role does advertising play in media influence?
Advertising shapes consumer behavior and public perception through persuasive messaging.
True or False: Media effects are uniform across all demographics.
False
What is the concept of ‘selective exposure’?
The tendency for individuals to favor information that reinforces their existing beliefs.
Fill in the blank: The __________ hypothesis suggests that exposure to media violence leads to increased aggression in viewers.
aggression
