Effect of the Media

  • Created by: FCarter
  • Created on: 29-05-19 19:12
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  • Effect of the Media
    • Marxist
      • Strong effect of the media on passive audiences
      • Hypodermic syringe model
        • The mass media could influence a very large group of people directly and uniformly by injecting them with appropriate messages designed to trigger a desired response
        • The model suggests a powerful and direct flow of information from the sender to the receiver
        • It suggests that media messages are injected straight into a passive audience which is immediately influenced by the message
        • STRENGTH = Elizabeth Newson (1994) argued that children's exposure to media violence has a desensitising effect
      • Neo, Cultural effects theory
        • The audience will interpret media messages differently depending on their cultural background and experiences
        • Will tend to adopt a view that is influenced by the dominant perspective because the messages are constructed to be read this way
        • STRENGTH = Antonio Gramsci was aware of the struggle to achieve hegemony, which makes the experience of the audience an important factor
    • Pluralist
      • Weak effect of the media on active audiences
      • Uses and gratifications theory
        • The audiences use the media for their own purposes and to satisfy their needs
        • The audience is an active agent in its use of the media and the effects of the media are seen as depending entirely on the wishes and needs of the audience
      • Klapper - Selective filter theory
        • Argued that audiences are not passive receptors of media propaganda but that th media simply reinforces previously held beliefs and attitudes
        • Selective exposure = audience has a choice to engage with the media they are exposed to
        • Selective perception = audience chooses whether they accept the message being conveyed. s
        • Selective retention = audience must remember the content for it to have an effect on them


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