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media influence theories - Coggle Diagram
media influence theories
Hypodermic Syringe Model
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- The media messages are "injected" into us whether we want it or not.
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Criticisms:
- Desensitisation - the more we are exposed to certain footages in the media (violence) the more we don't get affected by it
- Catharsis - watching violent footage to let out anger
- A homogeneous effect is almost impossible, especially at this day in age.
Pluralism
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Liberal / Market view, takes positive view on the media
Believe that the media play an important role in society, that they are an agency of secondary socialisation
Main argument is that media can only reflect and respond to their audience, thus audience shapes the media
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Competition: media corporations are constantly trying to outdo each other and to produce what people want.
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Criticisms
- Thinking the media has no negative influence whatsoever is very unlikely.
- The idea of competition and choice can be countered as once a media agency has enough power it no longer needs to consider pleasing its audience as much.
Cultural Effects Model
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2 groups in society (conflict theory) bourgeoisie, proletariat
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The government is using the media to transmit their ideas, norms and values - their dominant ideology - into society.
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Drip drip effect process, slowly dripping the message and ideologies into society
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Criticisms
- Believes the media has a homogeneous effect on its audience
- the methodology is not reliable. It is hard to get an accurate outcome, as the cultural effects model believes the media to influence people over an extended period of time, and people might be inflluenced by external effects.
- the Uses and Gratifications Theory.