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M3 Media
Media and Audiences
| Question | Answer |
|---|---|
| Name the two theories that Media Affects Audiences Directly | Hypodermic Syringe Model, Moral Panics |
| What is the Hypodermic Syringe Model? | An early media theory explaining the impact of mass media on society. All audiences seem biologically hardwired to passively and immediately accept the content of media |
| According to S. Cohen, what is Moral Panics? | An exaggerated wave of public concern about a social group or issue |
| Name four evaluations for Moral Panics and Hypodermic Syringe Model | Too simplistic to think audiences are passive, too simplistic to think all audiences react in the same way, new media means people can affect and change media themselves, audiences are too aware of media's attempts to cause panic |
| According to Katz and Lazarsfield, what is the Two Step Flow Model? | Media content indirectly affects audiences over time after conversations with opinion leaders. First step: Media reaches audiences. Second step: Audiences change their interpretation of media to fit with what the opinion leader thinks |
| What are Opinion Leaders? | Key individuals who influence how others think about media |
| What is Agenda Setting according to the Glasgow Media Group? | Limiting the number of perspectives available on a news story by limiting the questions asked and information presented |
| According to the GMG, what is the Cultural Effects 'Drip Drip' Model? | The bourgeoisie use the media to gradually affect working class audiences over time by overwhelming them. Audiences are diverse and active, creating their own interpretations of media, some use their cultural experiences to reject ruling class messages |
| According to Baudrillard, how do we live in a Hyper Reality? | Audiences now have a difficulty distinguishing simulations in media from reality. Audiences are now more affected by simulation than the real world |
| Explain the three orders of Simulacrums | First Order: Copies that are less real than the original. Second Order: Copies that are as real as the original. Third Order: Copies that are more real/have more impact than the original or do not have an original |
| Name two evaluations of the Two Step Flow Model | Marxism vs Post Modernism: Ignores the consistent pro capitalist message present in media content. Direct vs Indirect: Could still be seen as direct, if opinion leaders change audiences and opinion leaders get their opinions from media |
| Name one evaluation for Agenda Setting | Post Modern Pluralism vs Marxism: New Media has too much Citizen Journalism - Prosumers can create their own content to counter the narratives of the bourgeoisie |
| Name one evaluation for Cultural Effects Model | Post Modern Pluralism vs Marxism: New media has too much Cultural Chaos - Too many conflicting narratives for the bourgeoisie to control audiences |
| Name one evaluation for Hyper Reality | Consensus vs Conflict: Too negative, ignores the positive aspects of new media |
| According to McQuail, how do Audiences Choose how Media Affects them? | Uses and Gratification Model: People use the media to meet their own personalised needs. Used for personal relationships, for personal identity, for surveillance of information and the world, as a diversion from real life |
| According to Klapper, how do Audiences Choose how Media Affects them? | Selective Filtering: Audiences choose which parts of the media they engage with, becoming skilled at understanding what the actual messages of media are. The only affect media has on audiences is reinforcing views that the audience already chose to have |
| What are the three Selective Filters according to Klapper? | Selective Exposure: People can choose not to consume specific media. Selective Perception: People can choose not to pay attention to media when they are exposed to it. Selective Retention: People can choose not to remember media they didn't agree with |
| According to Morely, how do Audiences Choose how Media Affects them? | Structured Interpretation Model: Media creators encode a 'preferred reading' in media content. Audiences decode the message but creators cannot control how the message is interpreted |
| What are the three ways audiences can decode Media? | Dominant reading: The preferred message the creators encoded into media. Negotiated reading: the message decoded by the individuals is based on their identity and subcultures. Oppositional reading: The decoded message is rejected |
| Name one evaluation of the Uses and Gratification Model | Critical vs Consensus: Too optimistic, education and media encourages individuals to accept what they are told and not to think critically and interpret media |
| Name one evaluation of Selective Filtering | Marxism vs Post Modern Pluralism: Owners have so much concentrated control over media and technological convergence encourages media saturation, able to overwhelm audiences with a consistent message |
| Name two evaluations of the Structured Interpretation Model | Structuralism vs Interactionism: Interpretations and choices are often influenced by opinion leaders who imitate the preferred readings of media. Marxism vs Interactionism: Interpretations and choices are influenced by the dominant ruling class hegemony |
| According to Newson, how does Desensitisation cause audiences to be more Violent? | Audiences are exposed to violent content making them less anxious and shocked by real world violence. This makes audiences more likely to engage in violence |
| According to Bandura's Imitating Violence Theory, how does the Media cause audiences to be more Violent? | He carried out studies where children would imitate the aggressive behaviours of adult models they observed, suggesting that audiences imitate the violent behaviour of models in media |
| What is the name of Bandura's study that was used to prove his Imitating Violence Theory? | The Bobo Doll Experiment |
| How does the Hypodermic Syringe Model cause audiences to be more Violent? | Passive audiences immediately and directly accept media content as true and normal, including violent media |
| According to Cumberbatch, how does Media not cause Violence? | No Evidence Of Link: He carried out a meta analysis of 3500 studies and determined that although some studies found a link between violent media and violent behaviour, the majority of studies suggest there is no link |
| According to Young, what is Sensitisation? | Violent media actually makes people more aware of the negative effects of violence, leading to them avoiding violent acts |
| According to Sanger, how does Violent Media provide a Catharsis to audiences? | It provides a safe way to relieve feelings of aggression, anger and hatred. Violent media reduces violence in audiences as we no longer need to engage in it in real life |
| Name one evaluation of Desensitisation | Structured Interpretation Model: Audiences use media how they please and are not affected by it |
| Name one evaluation of Imitating Violence | Selective Filtering: Audiences can choose not to engage in media they do not enjoy or agree with |
| Name one evaluation of Hypodermic Syringe Model | Two Step Flow Model: Audiences are not directly affected by violent media, an opinion leader is required |
| Name one evaluation of Sensitisation | Hyper Reality: New Media is more real and has greater impact than real life does, audiences are not aware of the affects of violent media |
| Name one evaluation of Catharsis | Desensitisation: Violent media makes audiences more accepting of real life violence and more likely to engage in it |
| Name one evaluation of No Evidence of Link | Bandura's Bobo doll study |
| Name the four problems with trying to prove that Media causes Violence | Problems of Lab Experiments, Correlation not Causation, Problems with Operationalising Violence, Problems of the Hypodermic Syringe Model |
| Explain the Problems of Lab Experiments | Can only test a few participants at a time, the participants are only available for a short time period so long term affects cannot be seen, the Hawthorne affect may occur, it can be seen as unethical because of deliberately making participants aggressive |
| Explain the Problem of Correlation not Causation | It is unclear what the 'direction' of the effect is: does consuming violent media make an individual more violent, or does being violent make an individual consume violent media? |
| Explain the Problems with Operationalising Violence | People react differently to different types of specific violent media. Researchers, journalists and politicians often use different types of violence, yet assume they are all arguing about the same type |
| Explain the Problems of the Hypodermic Syringe Model in regards to Violent Media | It incorrectly assumes that audiences are passive, that audiences are immediately affected, that audiences are directly affected |
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Skyelark
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