media, content, presentation and audiences

hypodermic syringe model, two step flow, selective filter, cultural effects, postmodernist, uses and gratifications, reception analysis

what are the two type of audience model

active and passive

what its the main passive audience model

the hypodermic syringe model

explain the hypodermic syringe model

belief that there is a direct correlation between the media that people consume and their violent behaviour displayed

what are the three behaviours that the hypodermic syringe model promote

imitation, desensitisation, disinhibition

what are some ao2 examples of the hypodermic syringe model

southport stabbings, columbine shootings, james bulger murder

what study was conducted by who to see if the effects of the hypodermic syringe model were true, outline the study

Albert Bandura- Bobo Doll experiment, showed a group of children a video of a woman beating up a bobo doll and saw that the behaviour was being replicated when they were in a room with a bobo doll, same happened with a clown, concluded that media did affect peoples behaviour

what was the technical term for the conclusion of what occurred at the end of the bobo doll experiment

imitation or copycat violence

what theory did McCabe and martin have on screen violence

violence seen on screen has a disinhibition effect whereby violence in real life is justified leading to children committing more violence

what effect did Newson say media had

a desensitisation effect whereby prolonged exposure to violence and criminal behaviour makes the functionalist effects of criminality in society weaker (preventing criminality, strengthening social bonds, social cohesion)

what does desensitisation lead to within an individual

a drip-drip effect whereby prolonged exposure over ones childhood leads to the long term desensitisation

how do video games effect peoples behaviour, use evidence

Study by Anderson and Bushman- showed that people who played violent video games are more likely to have aggressive tendencies and accept violence that is displayed in real life, never concluded that they engaged in copycat behaviour but were just changed in thought

what sociologists research lead to policy change, what was the change

Newsons conclusions on desensitisation lead to censorship by the BBFC to apply age certificates to films, tv shows, music videos and games

what two changes were made to british media following Newsons report

her report lead to censorship and watersheds

explain watersheds

cut off times where certain types of shows and movies on tv were allowed/ not allowed to be shown, main one is the 9 o clock watershed which afterwards permits bad language, sexual and violent nature on screen, idea is that most children will be asleep by this time

what are some evaluation points of the hypodermic syringe model

can actually prevent violence rather than induce it, can sensitise viewers, issues around the definition of violence, bobo doll experiment was under lab conditions so altered behaviour, deterministic and assumes that people are passive and don’t have choice, reductionist and makes relationship with media just a cause and effect, used as a scapegoat, assumes a homogeneous audience

explain catharsis

Fesbach- violent media can produce a safe outlet for peoples violent tendencies where they can be immersed in the entertainment to release the feelings of aggression, supported by a study of teenage boys one group watching violent media snd one not

what descriptor is used when media causes viewers too become more sensitised to crime

more empathy is shown by the viewer, they have more understanding for what the characters/ victims are going through

explain the issues of the description of violence regarding the hypodermic syringe model

violence can be used in the media for comedic or historical purposes for example eg war films or simpsons, never clear what violence is shown to people in the studies so are they valid?

why is context important when analysing the hypodermic syringe model

the violence that is shown in entertainment may have different effects on viewers depending on the context surrounding it eg murders out of fun or domestic abuse generate different reactions

why is censoring such an important notion in a digital society

many children do not know the difference between real and fake and are unaware of endorsements regarding advertising, lack of questioning of media pieces leads to a bigger trust in the media and a source of information and opinion eg politics, sex. need to ensure children know between right and wrong before viewing media so they can critique it

how can the media be used as a scapegoat (include an ao2 example)

can be blamed for criminal behaviour such as the columbine shooters playing doom and listening to marilyn manson, mentioned nothing about how they liked bowling or spoke to other people

how can video games deter crime

people spend more time playing them rather than being on the streets, outlet of violence and aggression, evidently reduced youth crime

what is the case of St Helena

Charlton et al- introduction of tv on an island and found no evidence of imitation, desensitisation or disinhibition

what are the six active audience models

two step flow model, selective filter model, uses and gratifications model, reception analysis model, cultural effects model, postmodernist model

define an active audience

one that is able to choose what they consume and choose whether they accept media messages or not

who though of the two step flow model

katz and lasarsfeld

outline the two step flow model

society has opinion leaders which confirm and deny media messages due to their own personal interpretations, opinion followers then listen to the opinion leader and follow messages as such

who are most vulnerable to influence according to the two step flow model

isolated individuals with a lack of a social network in real life as they may rely on media based opinion leaders to interpret messages, may not be healthy ie trump

evaluate the two step flow model

opinion leaders may be unreliable, there is no guarantee that the opinion leader hasn’t gone through imitation/ desensitisation/ disinhibition previously

who thought of the uses and gratifications model

Mcquail and Lull

outline the uses and gratifications model

people use the media for their relative needs- diversion (escape), personal relationships, personal identity, surveillance (news)

evaluate the uses and gratifications model

GUMG argue that there is difficulty to interpret media outside of societies ideological constraints ie agenda setting and filtering, fails to see that the same media gets interpreted differently

who thought of the selective filter model

klapper

outline the selective filter model

for media messages to have any effect, they must pass through three filters (selective exposure, selective perception, selective retention) in order for it to have an effect

evaluate the selective filter model

challenges hypodermic as it diets assume the audience is homogenous, suggests that audiences are active

who thought of the reception analysis model

morley

outline the reception analysis model

argues people interpret the media in different ways due to their social background and it results in three different reading styles

what are the three reading styles according to morleys reception analysis model

preferred reading (fully accept the views as they are widely accepted), oppositional reading (do not accept the views usually a minority), negotiated reading (reinterpreted to fit personal views)

evaluate the reception analysis model

readers can belong to many social groups due to their backgrounds and therefore have many interpretations on the same issue (polysemic view), recognises people have choice

who thought of the cultural effects model

Marxists

outline the cultural effects model

media content represents the view of the dominant class and will report on issues in a hegemonic capitalist way, if readers have not experienced the issue they will approach the story with preferred reading as it reflects the societies majority, those who have experienced the issue will reject preferred reading as they see the lack of truth

tie then cultural effects model to the drip drip effect

as audiences are exposed to capitalist dominant stories over time they will unconsciously favour and accept ruling class bias stories and not reject them

what are some ao2 examples of the cultural effects model

the US using 9/11 as a war on terror and suing it to justify the US invading Afghanistan and killing many civilians to eliminate terrorist safe havens, Israeli voices and victims being given more media coverage than Palestinian victims due to them having more western geo-political ties

who developed the postmodernist media model

Philo

outline the postmodernist media model

audiences have complete choice in what they choose to consume and can make their own identity as a result

what did Philo say about the postmodernist media model

said that media content produces multiple interpretations of reality that are constantly changing and each interpretation is valid and there is no way to generalise the effects of media as everyone is different and has their different opinions, we therefore cant say media has a positive or negative effect