Topic 5 - Relationship Between Media And Audiences Flashcards
What does the hypodermic syringe model suggest about media audiences?
Audiences are passive and absorb media messages directly, leading to immediate behavioral effects.
Name two criticisms of the hypodermic syringe model.
It oversimplifies audience behavior and ignores individual interpretation and social context.
What is the two-step flow model?
Media influences opinion leaders first, who then interpret and pass on messages to others.
What is a limitation of the two-step flow model?
It assumes opinion leaders are more influenced by media than others and overlooks direct media effects.
Define the cultural effects model.
Media gradually influences audiences over time by reinforcing dominant ideologies.
What is Hall’s encoding/decoding theory?
Media messages are encoded by producers and decoded by audiences in preferred, negotiated, or oppositional ways.
What is selective filtering according to Klapper?
Audiences selectively expose themselves to media, interpret it based on personal context, and retain information accordingly.
What does Philo argue about audience interpretation?
Audiences often accept dominant media viewpoints unless exposed to alternative information.
What does the uses and gratifications model emphasize?
Audiences actively use media to fulfill needs like entertainment, information, personal identity, and social interaction.
What did Park et al. find about online media use?
People use online groups for various needs, including entertainment, identity formation, and information seeking.
List six views on media violence effects.
Copycatting, catharsis, desensitization, sensitization, psychological disturbance, and fear exaggeration.
What did Ferguson find about media violence?
No clear evidence links media violence to real-life violence; in some cases, violence declined despite increased media exposure.
What is a key methodological issue with media violence research?
Difficulty in defining ‘violence’ and isolating media influence from other factors like individual background.
What is media saturation?
A state where individuals are constantly exposed to media, making it a central part of their daily lives.
Define media bias.
The presentation of media content in a way that favors certain viewpoints or interests.
What is agenda setting?
The media’s ability to influence the importance placed on topics of the public agenda.
What is gatekeeping in media?
The process by which information is filtered for dissemination, influencing what the public knows.
What is the digital divide?
The gap between those who have access to digital technologies and those who do not.
What is the concept of the digital underclass?
A segment of the population that is disadvantaged due to lack of access to digital technologies.
What is media convergence?
The merging of traditional media with digital communication technologies.
Define interactivity in new media.
The ability of users to engage with media content actively, often in real-time.
What is hypertextuality?
The interconnectedness of media content through hyperlinks, allowing non-linear navigation.
What is the concept of dispersal in media?
The spread of media content across various platforms and user-generated content.
Define virtuality in media.
The creation of virtual environments or experiences through digital media.
