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.