topic 5: the media and it's effect on audiences Flashcards
the hypodemeric syringe model
believes that a direct corrleation exists between the violence and antisocial behaviour portrayed in films, TV, computer games
Orbach and wolf
argued that media representations of feminity may be producing a generation of females who suffer from eating disorders
Dines
argue that mens consumption of pornography may be harmful in terms of encouraging negative attitudes towards women
Marcuse
believed that the media trasmitted a “mass culture” which was directly injected into the hearts and minds of the population making them more vunerable to ruling-class propaganda
Bandura study
showed 3 groups of children real, film and cartoon examples of a bobo doll being attacked with mallets, after being introduced to a room full of toys they were made to feel frustrated by being told the toys aren’t for u. they were then taken into the room with the bobo doll where they all behaved more aggresively.
densensitisation: newson
argued that violent images in films are too easily available and that exposure to screen violence enocuraged young viewers to identify with violent perpetrators rather than victims
AO2: how many tv murders has the average 18 year old seen?
it is estimated that the average 18 year old in the USA has viewed 16,000 television murders
Huesmann et al
carried out a study of 300 young people who were monitored from the age of 8 into their 20s. They found that those respondents who watched violent shows at any early age were more likely to be aggresive in their 20s
peter and valkenburg
found that exposure to pornographic internet sites increased adolescents likelihood to engage in casual sex
Anderson and bushman
on 257 college students who played computer games found sustained exposure to these games increased the students levels of agression and made them more accepting of real0life violence
censorship: newsons
her report led directly to increased censorship of film industry
- the british board of film calssififcation was given the power to apply age certificate for films, DVD and music videos
- watershed
catharsis - fesbach and sanger
found that screen violence can actually provide a safe outlet for people’s aggressive tendencies
sensitisation
seeing the effects of violence, especially 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
methodological problems: gaunlett
- laboratory context rarely takes into cosideration the fact that childrens media habits are generally cotrolled by parents
- not clear about how violence should be defined
- fails to put violence into context
children as sophisticated media users
some research indicates that children can distinguish between fictional/cartoon violence and real violence froma very early age and generally know that it should not be imitated
scapegoating the media
the hypodermic syringe model often fails to consider other social and pyschological factors that may motivate violent or antisocial behaviour - therefore suggesting violence is caused by other factors interactting with one another
Who did the two step flow model?
Katz and Lazarfeld
two step flow model
suggests personal relationships and social networks are dominated by ‘opinion leaders’. These people usually strong ideas or opinions about a range of matters
who did the selective filter model?
Klapper
selective exposure
the audience must choose to view, read or listen to the content of specific media
selective perception
the audience may view media content but may decide to reject it because it does not fit their perception of the social world
selective retention
media content has to ‘stick’ in the mind if its is to have an effect but research indicates that most people have a tendency to remember only the things they broadly agree with
who did the uses and gratification model?
Blulmer and McQuail
the uses and gratification model
see media audiences as active users of media content, suggest that people use the media in order to satisfy particular needs that they have which are relative.
cultural effects model
- recognises that the media audience is made up of very different types of people from a variety of social backgrounds who have very different experiences
- argues that media content contains strong ideological messages that reflect those who own the media
**Morley: ** reception analysis model
suggests that people interpret the same media content in variety of different ways because of their social backgrounds
preferred reading
dominant because it reflects the consensus, widely accepted as legitimate
oppositional reading
a minority may oppose the views expressed in media content
negotiated reading
the media audience may reinterpret media content to fit in with their own opinions and values
