Sociology - Paper 4 - 2.3 - The impact of the media on behaviour

What is the Manipulative (Traditional Marxist) perspective on media control?

Marxists like Miliband argue that control is concentrated in the hands of a few powerful "media moguls" or "press barons" who use their outlets to protect their own interests. They view the audience as a passive "blank slate" (the Hypodermic Syringe Model) that uncritically accepts the owner's message, leading to a state of False Class Consciousness.
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What is the Hegemonic (Neo-Marxist) view of media control?

The Glasgow University Media Group (GUMG) argues that control is subtle and indirect. It is based on Cultural Hegemony, where the ruling class makes their values seem like "common sense". Journalists, who are often middle-class, act as Gatekeepers, naturally producing content that supports the status quo and sets the Agenda for public debate.

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How does the Pluralist perspective describe media control?

Pluralists argue that control is driven by the audience and market forces through Consumer Sovereignty. Media is a business that must provide the content audiences want to stay profitable; therefore, the audience is the "ultimate boss". They emphasize a Diversity of Choice across many platforms.

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Define the Postmodernist view of the media environment.

Postmodernists like Baudrillard argue that we live in a "media-saturated" world where the distinction between reality and the media world has blurred into Hyperreality. In this chaos, audiences "pick and mix" their own meanings and identities rather than being controlled by a single dominant ideology.
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What are the key differences between Traditional Media and New Media?

Technical: Analogue (physical storage) vs. Digitalisation (binary code).

Communication: One-to-many (passive audience) vs. Interactive many-to-many (prosumers).

Access: Scheduled (fixed times) vs. On-Demand (24/7 access).

Explain the Hypodermic Syringe Model of media effects.

A direct impact model suggesting that media messages are "injected" into a passive audience, leading to immediate changes in behavior. It is often used to explain Copycat Effects, where media provides a "script" for individuals to imitate crimes or suicides.
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What is Social Learning Theory as applied to the media?

Albert Bandura’s Bobo Doll experiment showed that children who observed aggressive behavior on screen were significantly more likely to imitate that aggression in real life. This suggests media acts as a "trigger" for behavior through imitation.

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How does the Two-Step Flow Model describe indirect media impact?

Proposed by Katz and Lazarsfeld, it suggests media rarely changes behavior on its own. Instead, its impact is filtered through "Opinion Leaders" (influential friends or family) who interpret the media and tell us how to feel or act regarding what we see.
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What are Klapper’s Selective Filters?

Filters that limit media influence:
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Selective Exposure: We only watch what we already agree with.
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Selective Perception: We interpret messages to fit our existing worldviews.

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Explain Cultivation Theory and Mean World Syndrome.

George Gerbner argued that "heavy viewers" of television begin to see the real world through the lens of the "TV world". This creates Mean World Syndrome, where people do not necessarily become more violent but become more fearful and believe the world is more dangerous than it is.
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What are the four needs in the Uses and Gratifications Model?

Audiences use media to satisfy specific needs:
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Diversion: Escape from stress or boredom.
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Personal Relationships: Social talking points or companionship.
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Personal Identity: Finding role models or defining oneself.

Surveillance: Gathering information about the world.

Define a Moral Panic and the "Folk Devil."

A moral panic is a wave of public anxiety about a group perceived as a threat to social values. The media identifies a "Folk Devil" (e.g., "hoodies" or asylum seekers) to blame for the crisis, leading to public outcry and demands for stricter laws.

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What are the stages of the Deviancy Amplification Spiral?

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Exaggeration: Media sensationalizes a problem.
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Labeling: A group is labeled as deviant.
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Increased Policing: Authorities crack down on the group.
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Reaction: The marginalized group develops a stronger identity and commits more deviant acts in rebellion.
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Spiral: This "proves" the original report, leading to more sensationalism.
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What is "Churnalism"?

A cost-cutting practice where newsrooms quickly churn out press releases or news agency reports rather than conducting expensive investigative journalism.

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What is the "Male Gaze"?

A concept by Laura Mulvey (noted in similar sociological contexts) where media is constructed from a heterosexual male perspective, representing women as sexual objects for male pleasure rather than complex individuals.