Com 245 Corrected

Laura Mulvey

Male Gaze

George Gerbner

Cultivation Theory

Stuart Hall

Encoding/Decoding Model

Paul Lazarsfeld

Two-Step Flow Theory and Opinion Leaders

Hadley Cantril

Research on audience reaction to War of the Worlds

Orson Welles

War of the Worlds radio broadcast

Direct Effects / Hypodermic Needle Model

Audience is passive and media has strong direct effects

Limited Effects Theory

Media effects are limited by social factors and individual differences

Reception Studies

Audience actively interprets media differently

Two-Step Flow Theory

Media Message → Opinion Leader → Audience

Cultivation Theory

Long-term media exposure shapes reality perceptions

Dominant Reading

Accepts intended meaning

Negotiated Reading

Partly accepts and modifies meaning

Oppositional Reading

Rejects intended meaning

Opinion Leaders

People who receive media messages and influence others

Opinion Followers

People influenced by opinion leaders

Encode

Producer creates the message

Decode

Audience interprets the message

Mean World Syndrome

Belief that the world is more dangerous because of heavy media violence exposure

Male Gaze

Women shown as objects to be looked at

Bechdel Test

Women talk to each other about something besides men

Politics of Representation

Media representations shape how groups are understood

Selective Exclusion

Certain groups or perspectives are ignored or underrepresented

Individual effects of digital addiction

Attention problems, repeated checking, difficulty disconnecting

Familial effects of digital addiction

Less face-to-face family interaction

Societal effects of digital addiction

Greater dependence on digital communication

Passive Audience

Audience directly influenced by media

Active Audience

Audience interprets media based on experiences and background