Topic 7: The relationship between the media and their content, presentation and audiences Flashcards
Explain what a passive audience is.
An audience who takes media content at face value, failing to analyse true meanings.
Explain what an active audience is.
An audience that can actively analyse the meanings of media content.
Describe what the Hypodermic syringe model is.
Suggests the media’s content is injected directly into the audiences brain.
What type of audience does the hypodermic syringe model relate to?
Passive audience
How does the hypodermic syringe model suggest that children/teenagers are vulnerable?
Due to their young age and the fact they are still in the early stages of socialisation and are very impressionable.
How does the hypodermic syringe model explain violence related to media exposure?
There is a direct correlation between the violence and antisocial behaviour portrayed in films and behaviour in real life.
How does the hypodermic syringe model explain non-violent behaviour? Give examples.
-Feminists (Orbach + Wolf) Eating disorders in females.
-(Dines) consumption of pornography can cause negative attitude towards women
-(Marcuse) Vulnerability to ruling class propaganda
-(Norris) influence of voting behaviour.
Explain Bandura’s study into transmission of aggression and how this can explain media caused violent behaviour.
-1963
-Children imitated models aggressive behaviour on bobo dolls.
-Suggests that violent media can lead to imitation or ‘copycat’ violence.
What is a disinhibition effect, and who proposed it?
Proposed by McCabe and Martin
-Disinhibition effect, normal reasoning can be replaced with violence
What does Newson 1994 say?
Violent images are too easily available, prolong exposure can lead to desensitisation. Have a ‘Drip drip’ effect.
-Children become socialised into accepting violent behaviour as normal or can be used to resolve issues.
What pieces of evidence can support Newson’s view of desensitisation?
-Huesmann et al (2003) people who watch violent shows, more likely to be agressive.
-Johnson et al (2002) correlation between amount of tv watched and aggressive behaviour
What forms of censorship did Newson’s findings cause?
-BFFC applying age certificates e.g PG and being able to make cuts based on content
-9 PM Watershed.
What are some criticisms of the hypodermic syringe model?
-Prevents real life violence
-Methodological issues
-Children as sophisticated media users
-Scapegoating the media
Explain how preventing real life violence is a criticism of the hypodermic syringe model.
-Cartharsis: Fesbach and Sanger, prevents IRL violence
-Sensitisation: people more aware of consequences
Explain how methodological issues is a criticism of the hypodermic syringe model?
-Bandura study not valid, carried out in a lab (Gauntlett)
-Not clear on defining violence
-Fails to put violence into context. (Morrison)
Explain how children as sophisticated media users can be a criticism of the hypodermic syringe model.
-Children can distinguish difference between cartoon violence and real life violence (Hargrave)
-52% of children do not question what they see on youtube etc.
Explain how scapegoating the media can be a criticism of the hypodermic. syringe model.
-HSM can fail to explain how other social/ psychological factors may motivate violent behaviour
-Ex: Columbine massacre, blamed violent media on the actions of the shooters.
-Ferguson: Fall by 83% in past 2 decades despite rise in violent video games.
What are some active audience approaches?
-Two step flow model
-Selective filter model
-Gratification model
-Reception analysis model
-Cultural effects model.
Who described the two step flow model?
Katz and Lazarfeld (1965)
What is an opinion leader?
A person who is influential in social networks.
Explain what the two step flow model is.
-An opinion leader is exposed to media content
-The opinion leader tells their interpretation of the media to those who are influenced by them.
Is the two step flow model direct or indirect?
Indirect
What are some criticisms of the two step flow model?
-No guarantee opinion leader hasn’t been exposed to a desensitising effect
-People most at risk of being influenced may not have an opinion leader.
Who proposed the selective filter model?
Klapper (1960)
What are the three filters involved in the selective filter model?
-Selective exposure,
-Selective perception,
-Selective retention.
Explain the selective filter model.
In order for media messages to have an effect, must pass through 3 filters.
-Selective exposure: choosing to view media based on interest
-Selective perception: choosing to accept or reject information
-Selective retention: content sticking in brain
What does Postman say about selective retention?
We now live in a ‘3 minute culture’
Who proposed the gratification and model?
Blumler, McQuail and Lull
Explain the gratification model.
Suggests people use the media in order to satisfy particular needs, these needs are relative and will depend on influences such as social class, age, gender and ethnicity.
What four basic needs did Blumler and McQuail identify that people use tv to satisfy?
-Diversion
-Personal relationships
-Personal identity
-Servaillance
What are some criticisms of the gratification model?
-Not enough research
-How media is used by different groups
-Exaggerates audiences freedom (Marxists)
-Media rich society needs a-lot of content to meet needs of everyone (Postmodernists)
