unit 1 sec b booklet 3 direct effects of media Flashcards
direct effect
explain direct effects
The media has a powerful and immediate effect on audiences
direct effects
what is the hyperdermic syringe model and how does it treat audiences.
audience passively accepts the messages into them by mass media. The direct effects do not acknowledge differences in the audience so they are all seen as homogenous .Linked with packard who found magic bullet theory.
direct effects
what does newson say about childrens exposure to media.
has a desensitising effect meaning they are more likely to commit acts of violence as it is seen as more normal. Exposure led people to identify themselves with violent people. Research led to age ratings.
direct effects
what did bandura find out when showing children media content.
bobo doll. Children are more aggressive when given the opportunity to do so. Children imitated the violence which they saw and ones who saw no violence did nothing.
direct effects
what did anderson et al say had a direct effect on audiences
direct effect of music on audience. Violent song lyrics effected the attitudes and emotions of 500 college students. Increased aggressive thoughts when listening to them. Eg-shoot em up , hit em up.
direct effect but positive
what did fesbach and singer find out about veiwing screen violence.
screen violence provides a safe outlet for peoples aggressive tendencies. Catharsis. Watching an exiting film releases aggressive energy.
direct effect but positive
what did young find out about veiwing violence and seeing the consequences.
violence has a direct impact on audiences. Seeing the effects of violence makes us more aware of the consequences. Therefore it has a sensitising effect. Eg- adolescence, crime watch.
indirect effects
what is indirect effect
Acknowledge that the me.dia has an effect but see this effect as the product of different influences alongside the media
indirect effects
what does the Two step flow model: (Katz and Lazarsfeld) say can effect opinions.
personal relationships and conversations with significant others can result in people modifying or rejecting media messages. OPINION LEADERS- exposed to lots of different types of media. Seen as experts.
indirect effects
what is the multi culturalists effect model(gramsci) and how can it cause false class consiousness.
media is seen as a powerful ideological influence that transmits capitalist norms and values. HEGEMONY- ruling class ideologies being presented as common sense in the media. Marxists believe the media is dumbed down and led to social inequalities which can false class consciousness
indirect effects
what is the drip drip effect model and how does it cause desensitisation.
subtle effect in that the more ideology that is dripped in the media, the more people believe it. Mass media gradually influences media overtime and shapes their common sense ideas.
Eg if we keep viewing violence it may become more acceptable as we become desensitised. Compassion fatigue when we emphasise with situations less sincerely
active audiences
what is an active audience model
The audience choose how to use the media and how have control over how it affects them
active audiences
what is the uses and gratifications model and what can effect peoples use.
audience is an active agent and they use media to satisfy their own needs. Uses and gratification models look at what people do with the media. Individual characteristics affect why people use media whether that be class age gender ethnicity. People choose what they want to see
active audiences
supporting study 1- zillman- what can effect media choice.
a person’s mood may influence media choice. The same tv programmes may satisfy people’s needs differently.
active audiences
supporting study 2- mcquail- what are common reasons for media use.
information, personal identity, integration and social integration, entertainment.
active audiences
what is the codin and decoding model(hall) and why is it imporatant.
how people make sense of media messages and the audience is active. He discusses the importance of coding and decoding.coding- media messages are produced to support the power structure of society. Decoding- audiences are able to understand these and break them down.
States there are 3 ways of reading media- dominant/hegemonic, negotiated reading, oppositional reading.
active audiences
what is the selective filter model and what does the media reinforce.
3 filters- selective exposure perception and retention
selective filter model- audiences are not passive to propaganda but media reinforces already held beliefs. For media to have any effect it has to go through the filters.- selective exposure- they choose to read.-selective perception- may not accept the message but will read it.-selective retention- the messages might stick into the mind of those who saw the media.
