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)
Blumer & McQuail - people use media to fulfil personal needs depending on class, age, gender, etc.
Media uses are diversion, identity, relationships and surveillance.
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).
Media is a syringe, injects messages attitudes and beliefs into passive, powerless audience.
Marxist - GMG - media transmits capitalist norms and values slowly. Media contains ideological messages reflecting media owners (white m.c men) which most people accept.
Exposure to media violence causes children to copy what they see and be more violent in the real world.
Media violence does not make viewers aggressive, it reduces violence by allowing individuals to let out violent tendencies in the fantasy world.
Repeated exposure to media violence has gradual ‘drip-drip’ long-term effects, socialising audiences into accepting a culture of violence.
Exposure to media violence can make people more sensitive to the consequences of it in real life.