1
Q
indirect effects
A
Acknowledge that the media has an effect but see this effect as the product of different influences alongside the media
2
Q
Katz and Lazarsfeld
A
Two step flow model
3
Q
Two step flow model
A
- personal relationships and conversations with significant others, such as family members, friends, teachers and work colleagues results in people modifying or rejecting media messages rather than just passively accepting it.
- opinion leaders
- opinion leaders become seen as ‘experts’ in specific matters and their interpretations are then passed on to other members of their social circle. People are choosing what to think based on discussion and interaction with an opinion leader
- suggest that the media messages go through 2 steps or stages before reaching its audience
- the 2 step flow model suggests that the media audiences are NOT DIRECTLY INFLUENCED by the media, but they choose to adopt a particular opinion, attitude and way of behaving after negotiation and discussion with an opinion leader. Therefore, this suggests that the audience is NOT passive when interpreting media messages, but active.
4
Q
opinion leaders
A
- two step flow model
- Social networks are usually dominated by ‘opinion leaders’ (i.e. people of influence who others in the network look up to and listen to).
- These people usually have strong ideas about a range of social issues and situations
- s a result, the opinion leaders become seen as ‘experts’ in specific matters and their interpretations are then passed on to other members of their social circle. People are choosing what to think based on discussion and interaction with an opinion leader.
5
Q
media messages go through 2 steps or stages before reaching its audience:
A
- Two step flow model
- The opinion leader is exposed to the media content/messages
- Those who respect the opinion leader internalise their interpretation of that content and transmit these messages forward.
- The opinion leader is exposed to the media content/messages
6
Q
Gramsci
A
- Marxist cultural effects model
7
Q
Marxist cultural effects model
A
- media as a very powerful ideological influence that is mainly concerned with transmitting capitalist cultural values and norms
- media content contains strong ideological messages that reflects the values of those who own, control and produce the media.
- The long term effects such as media content is that the values of the rich and powerful come to be unconsciously shared by most people.
- cultural values of the rich and powerful become unconsciously shared is what gramsci calls ‘hegemony’; referring to the notion that ruling class, capitalist ideologies are presented as common sense in the media.
- audience must consent; which is initially difficult to gain and maintain due to the idea that the proletariat lifestyle contradicts these messages.
- tv content in particular has been deliberately ‘dumbed down’ and this results in a decline in serious programmes such as news, documentaries and drama that might make the audiences think critically about the state of the world.
- over time an indirect impact on audiences in which we come to accept capitalism and are led into false class consciousness as a way to maintain hegemony.
8
Q
‘DRIP DRIP’ effect model
A
- it has a more subtle effect in that the more an ideology is ‘dripped’ into society by the media, the more people believe it and accept it as true.
-suggests that the mass media gradually influence the audience over a period of time. - slow and subtle process
- Suggests that overtime, our norms are changed by viewing certain media content. (e.g. if we keep viewing violence, our view of violence may be that it is more acceptable as we come desensitised).
- sitised).
This is very similar to newsons argument, however the process of desensitisation takes place over a long period of time which is why it is an indirect effect of the media rather than a direct effect. - prolonged exposure to poverty or famine might create ‘compassion fatigue’ where we begin to empathise with situations less sincerely.
9
Q
Acknowledge that the media has an effect but see this effect as the product of different influences alongside the media
A
indirect effects
10
Q
Two step flow model
A
Katz and Lazarsfeld
11
Q
- personal relationships and conversations with significant others, such as family members, friends, teachers and work colleagues results in people modifying or rejecting media messages rather than just passively accepting it.
- opinion leaders
- opinion leaders become seen as ‘experts’ in specific matters and their interpretations are then passed on to other members of their social circle. People are choosing what to think based on discussion and interaction with an opinion leader
- suggest that the media messages go through 2 steps or stages before reaching its audience
- the 2 step flow model suggests that the media audiences are NOT DIRECTLY INFLUENCED by the media, but they choose to adopt a particular opinion, attitude and way of behaving after negotiation and discussion with an opinion leader. Therefore, this suggests that the audience is NOT passive when interpreting media messages, but active.
A
Two step flow model
12
Q
- two step flow model
- Social networks are usually dominated by ‘opinion leaders’ (i.e. people of influence who others in the network look up to and listen to).
- These people usually have strong ideas about a range of social issues and situations
- s a result, the opinion leaders become seen as ‘experts’ in specific matters and their interpretations are then passed on to other members of their social circle. People are choosing what to think based on discussion and interaction with an opinion leader.
A
opinion leaders
13
Q
- Two step flow model
- The opinion leader is exposed to the media content/messages
- Those who respect the opinion leader internalise their interpretation of that content and transmit these messages forward.
- The opinion leader is exposed to the media content/messages
A
media messages go through 2 steps or stages before reaching its audience:
14
Q
- Marxist cultural effects model
A
Gramsci
15
Q
- media as a very powerful ideological influence that is mainly concerned with transmitting capitalist cultural values and norms
- media content contains strong ideological messages that reflects the values of those who own, control and produce the media.
- The long term effects such as media content is that the values of the rich and powerful come to be unconsciously shared by most people.
- cultural values of the rich and powerful become unconsciously shared is what gramsci calls ‘hegemony’; referring to the notion that ruling class, capitalist ideologies are presented as common sense in the media.
- audience must consent; which is initially difficult to gain and maintain due to the idea that the proletariat lifestyle contradicts these messages.
- tv content in particular has been deliberately ‘dumbed down’ and this results in a decline in serious programmes such as news, documentaries and drama that might make the audiences think critically about the state of the world.
- over time an indirect impact on audiences in which we come to accept capitalism and are led into false class consciousness as a way to maintain hegemony.
A
Marxist cultural effects model
16
Q
- it has a more subtle effect in that the more an ideology is ‘dripped’ into society by the media, the more people believe it and accept it as true.
-suggests that the mass media gradually influence the audience over a period of time. - slow and subtle process
- Suggests that overtime, our norms are changed by viewing certain media content. (e.g. if we keep viewing violence, our view of violence may be that it is more acceptable as we come desensitised).
- sitised).
This is very similar to newsons argument, however the process of desensitisation takes place over a long period of time which is why it is an indirect effect of the media rather than a direct effect. - prolonged exposure to poverty or famine might create ‘compassion fatigue’ where we begin to empathise with situations less sincerely.
A
‘DRIP DRIP’ effect model
AUDIENCE EFFECTS & MORAL PANICS
flashcards
Decks in class (3)
# Cards
