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Media (RELATIONSHIP, CONTENT, AUDIENCES)

Two-step flow model

Katz and Lazarsfeld - audiences not directly affected, instead audiences adopt opinion after discussion with a group leader. (Group leader exposed to content, those who respect leader internalise interpretation)

Uses and gratification model

Blumer & McQuail - people use media to fulfil personal needs depending on class, age, gender, etc.
Media uses are diversion, identity, relationships and surveillance.

Selective filter model

Interpretivist - Klapper - 3 filters when interpreting media:
- Selective exposure (choose what want to expose yourself to).

- Selective perception (choose to accept or reject message with own morals).

- Selective retention (forget material if not interested, remember what reflects interests).

Hypodermic syringe model

Media is a syringe, injects messages attitudes and beliefs into passive, powerless audience.

Cultural effects model

Marxist - GMG - media transmits capitalist norms and values slowly. Media contains ideological messages reflecting media owners (white m.c men) which most people accept.

Violence - Imitation

Exposure to media violence causes children to copy what they see and be more violent in the real world.

Violence - Catharsis

Media violence does not make viewers aggressive, it reduces violence by allowing individuals to let out violent tendencies in the fantasy world.

Violence - desensitisation

Repeated exposure to media violence has gradual ‘drip-drip’ long-term effects, socialising audiences into accepting a culture of violence.

Violence - sensitisation

Exposure to media violence can make people more sensitive to the consequences of it in real life.

Cuestionario
Media (REPRESENTATIONS)
Media (SELECTION AND PRESENTATION)
Media (GLOBALISATION AND POPULAR CULTURE)
Media (OWNERSHIP AND CONTROL)
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