Media audiences
0.0 / 5
- Created by: Dxmi_o
- Created on: 08-11-19 09:45
What is the hyperdermic needle theory?
simple effects model that assumes the audience to be passive recipients of media content
1 of 46
When was the hyperdermic needle theory made?
1940s
2 of 46
what audience is hyperdermic needle theory for?
passive audience
3 of 46
Who theorised the hyperdermic needle theory?
Harold Lasswell
4 of 46
What does the hyperdermic needle theory ignore?
Ignores the idea that not everyone in the audience behaves in the same way
5 of 46
When was uses and gratifications theory first introduced?
In the 1940s
6 of 46
Who is the uses and gratifications theory credited to?
Blumer and Katz
7 of 46
What does the uses and gratifications theory do?
characterises people as active and motivated in selecting the media they choose to consume
8 of 46
What did Blumer and Katz identify?
1.Survelliance- need to know what's going on in the world,2.Personal relationships-need to interact with each other,3.Personal identity-need to define our identity and sense of self, 4. Diversion-need for escpae entertainment and relaxation
9 of 46
What is moral panic theory?
when someone or something is defined by the media as a threat to the values or interests of society
10 of 46
Who is the main moral panic theorist?
Stanley Cohen
11 of 46
In Cohen's view what does the media do?
The media overreact aspects of behaviour which challenge social norms
12 of 46
In extreme cases what can moral panic cause?
Moral panic can cause mass hysteria within society- the general public start to believe whatever is being reported on is occuring everywhere in society
13 of 46
What did Cohen say the 5 stages of moral panic are?
1. Something or someone is defined as a threat to values or interests 2. This threat is depicted in an easily recognisable form by the media 3. There is a rapid build-up of public concern 4. There is a response from authorities or opinion makers 5. T
14 of 46
What is media literacy?
the ability to identify different types of media and understand the messages they're sending
15 of 46
What is the social learning theory?
Children obverse models around them and imitate their behaviour
16 of 46
How does social learning theory link to media?
children can observe behaviour they see on TV then ENCODE their behaviour and may imitate it
17 of 46
Who came up with the social learning theory?
Bandura
18 of 46
What was the experiment Bandura did called?
Bo bo doll experiment
19 of 46
What is the cultivation theory?
exposure to media, over time, subtly "cultivates" viewers' perceptions of reality
20 of 46
Who created the cultivation theory?
Gerbner
21 of 46
What is Socialisation?-Gerbner
How we learn the norms and values of our culture
22 of 46
What is standardisation?-Gerbner
The process of making something conform to a standard
23 of 46
What is enculturation?-Gerbner
The process of acquiring culture
24 of 46
What is bardic function?-Gerbner
TV and it’s role within society
25 of 46
What is Cultivation differential?-Gerbner
The gap between heavy viewers over light viewers of TV
26 of 46
What is mainstreaming?-Gerbner
Those whose life experience is different from what the tv shows, they will be more likely to be influenced by the messaging
27 of 46
What is resonance?-Gerbner
The audience see something on TV they have experienced themselves. You will believe it more
28 of 46
Mean world syndrome?-Gerbner
Constantly seeing violence on t.v. leads the viewer to believe that the world is a much more dangerous place then it is
29 of 46
Agenda setting-reception theory
the process where the mass media determine what public society think and worry about
30 of 46
What is the framing theory?- Reception theory
how something is presented to the audience influences the choices people make about how to process that information.
31 of 46
What is a myth?-reception theory
The dominant ideologies of our time, not necessarily true
32 of 46
What are conditions of consumption?-reception theory
How much information and entertainment that is taken in by a group or individual
33 of 46
What is encode?-Hall’s ideas on reception theory
What the producers try to get across to you
34 of 46
What is decode?-Hall’s ideas on reception theory
The process through which an audience interprets a message.(Through 3 categories)
35 of 46
Hegenomic/preferred reading-Hall
What producers hope audience will take from the text
36 of 46
Negotiated reading-Hall
When audience acknowledge preferred reading but modify it to suit their own values and opinions
37 of 46
Oppositional reading-Hall
Audience will disagree with messaging
38 of 46
What is a prosumer?- fandom theory and end of audience theories
When a consumer produces their own content
39 of 46
What is interactivity?-fandom theory
When media allows the user to take an active involvement in media
40 of 46
What is participatory culture?-Jenkins ideas on fandom
A culture where the public don’t act as consumers only but also as contributors or prosumers
41 of 46
What is textual poaching?-Jenkins ideas on fandom
When fans steal mass-media texts really their own pleasure
42 of 46
What are digital natives?-end of audience theories
A person who is brought up with technology from an early age
43 of 46
What is Web 2.0?- end of audience theories
Where the internet involved interactivity, user participation and collaboration
44 of 46
What is convergence?-end of audience theories
The coming together of technologies to create a new product or media experience
45 of 46
What is Mass amateurisation?- shirkys ideas on end of audience theory
non-professionals creating digital media content that was traditionally done by professionals
46 of 46
Other cards in this set
Card 2
Front
When was the hyperdermic needle theory made?
Back
1940s
Card 3
Front
what audience is hyperdermic needle theory for?
Back
Card 4
Front
Who theorised the hyperdermic needle theory?
Back
Card 5
Front
What does the hyperdermic needle theory ignore?
Back
Similar Media Studies resources:
0.0 / 5
1.0 / 5 based on 3 ratings
0.0 / 5
1.0 / 5 based on 1 rating
1.0 / 5 based on 1 rating
4.5 / 5 based on 4 ratings
0.0 / 5
0.0 / 5
0.0 / 5
Comments
No comments have yet been made