Theories

Question 1

Hypodermic needle

Answer 1

Media is like a syringe which injects ideas attitudes and beliefs into the audience

Question 2

Two step flow

Answer 2

When opinion leaders spread the word about media texts and share information with one another

Question 3

Uses and gratifications

Answer 3

People have different uses for the media

1) diversion - escapism
2) personal relationships - using the media for emotional interaction
3) personal identity - reflecting on yourself through texts
4) surveillance - information

Question 4

Moral panics

Answer 4

Assumes that the audience are passive - they may be easily influenced by certain texts

Question 5

Cultivation theory

Answer 5

Media texts are responsible for shaping or ‘cultivating’ viewers’ of social reality

Question 6

Desensitisation

Answer 6

The exposure to media violence will undermine feelings of concern empathy or sympathy that viewers might have toward victims of actual violence

Question 7

Reception theory

Answer 7

1) Dominant - the reader shares the programmes code and accepts the preferred reading
2) Negotiated - the reader partly shares the programmes code
3) oppositional - the reader does not share the programmes codes and rejects the preferred reading

Question 8

Todorov

Answer 8

Equilibrium - disequilibrium - resolution

Question 9

Propp

Answer 9

Recognised similarities within texts e.g. Hero, princess, villain

Question 10

Levi Strauss

Answer 10

Binary opposition e.g. Good vs evil

Question 11

Marxist theory

Answer 11

The institutions like society and the media are owned and controlled by the ruling class the Bourgeoisie

Question 12

Hegemonic theory

Answer 12

Developed from the Marxist theory - identified that those in power maintain dominance through cultural influence rather than force