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Media Effects - Coggle Diagram
Media Effects
Audiences are active
Two Step Flow Model
Katz and Lazarsfeld personal relationships and social networks are dominated by ‘opinion leaders’.
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The opinion leader is exposed to media content, then disseminates their interpretation of that content ontot hose who respect the opinion.
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Reception Analysis Model
People interpret the same media content in a variety of ways because of social backgrounds.
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Morley argues that all interpretations can be generated within the he same social group, but the average person belongs to many sub cultural social groups.
Educated, young British Jewish Person.
The Cultural Effects Model
Media has a powerful ideological influence that is mainly concerned with transmitting capitalist values
Media coverage of an issue results in most people coming to believe that media perspectives are correct and reflect a consensus which fails to challenge ruling class ideology.
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Media content has become dumbed down so media audiences are no longer encouraged to think critically.
The Postmodernist Model
Media is central to the creation of the postmodern world as the choice mean members of society create they won unique set of values.
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Philo media content produces multiple definitions of reality and are constantly changing and being modified.
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Audiences are passive
Hypodermic Syringe Model
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Teenagers are vulnerable to media content because of early stages of socialisation and therefore impressionable
May shape non-violent forms of behaviour (Orbach) argued female representations have produced a generation of females suffering from eating disorders.
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Marxists such as Marcuse argued that mass media injects a mass culture into our hearts and minds, making them more vulnerable to ruling class propaganda.
Norris claims that media coverage of poltiical issues can influence voting behaviour.
- Conservatives targeted Facebook Ads for women about 20,000 new police officers.
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Imitation Violence
Labarotory experiments looked for a direct cause-and-effect relationship between media content and violence. Bandura et al bobo doll experiment.
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McCabe and Martin argues screen violence has ‘disinhibtation effect’ convinces children in some situations the ‘normal’ rules that govern conflict and difference can be suspended that discussion and negotiation can be replaced with violence.
Desensitisation
Newson argued that violent images in films are too easily available, encourages individuals to identify with perpetrators not victims.
Censorship
Newson’s findings gave the power to apply age certifications from the the British Board of Film Classification
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Evaluation
Fesbach and Sanger Media violence can prevent real life violence as a safe outlet of violent tendencies (catharsis)
Sensitisation Viewers are more sensitive of violence’s consequences and so less inclined to commit violent acts.
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The media is scapegoated and easily responsible for wider institutional complexities such as poor socialisation.