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Audience models
Fichas del conjunto (21)
- 1Two step flow model (active audience model)Opinion leader is exposed to the media content and disseeminates their interpretation of that content and those who respect the opinion leader are influenced by that interpretation.
- 2Katz and LazarsfeldThey argue that personal relationships and social networks are dominated by
'opinion leaders'. - 3Opinion leadersPeople with influence because other members of social networks to which they belong to look up to and listen to them.
- 4The use and Gratification model (active audience model)People use the media in order to satisfy particular needs that they have.
- 5Blumer, McQuail and LullThey see media audiences as active users of media content.
- 6DiversionPeople may immerse themselves in particular types of media to make up for the lack of satisfaction at work or in their daily lives.
- 7SurveillancePeople use the media to obtain information and news about the social world in order to help them make up their minds on particular issues.
- 8Criticisms of the uses and Gratification modelThe GUMG argues that the agenda is already set by the media and consequently it is difficult for audiences to interpret media content outside ideological constraints.
- 9The reception analysis model (passive audience model)People interpret the same media content in a variety of different ways because of their different social backgrounds.
- 10Preferred readingThis interpretation of media content is dominant because it reflects the consensus and people go along with it because it is widely accepted as legitimate.
- 11Oppositional readingA minority may oppose the views expressed in media content.
- 12Criticism of the reception analysis modelHis sample didn't see the news programme used in the research in their natural environment.
- 13Cultural effects (Marxism)They see the media as having a very powerful ideological influence that is mainly concerned with transmitting capitalist values and norms. They argue that media content contains strong ideological messages that reflect the values of those who own, control and produce the media.
- 14What does the GUMG argue?They argue that it is an accidental by product of the social and educational backgrounds of most journalists who are happy to subscribe to a consensus view of the world.
- 15Cultural effects (Postmodernism)The media are central to the creation of the postmodern world because the choices they offer mean that members of society create their own unique set of values and understandings from the global information around them. They argue that individuals in postmodern societiees are involved in a search for their authentic self.
- 16PhiloThey argue that postmodernists see media content as producing multiple definitions of reality.
- 17Hypodermic syringe model (passive audience model)This model suggests that the audience passively accepts the message 'injected' into them by the mass media. They believe that there is a direct correlation between the violent behaviour shown on TV and computer games and anti social and criminal behaviour in real life.
- 18NewsonThey argued that violent images in films are too easily available and that exposure to screen violence encouraged young viewers to identify with violent perpetrators rather than victims.
- 19What might this result in?This may result in them becoming desensitised to violence - they become socialised into accepting violent behaviour as normal, especially as a problem solving device.
- 20BanduraBandura argues that violent media content could lead to imitiation or 'copycat' violence.
- 21Criticism of hypodermic syringe modelFesbach and Sanger found that screen violence can provide a safe outlet for people's aggressive tendencies.
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- A level Sociology Fichas sobre Audience models, creado por Adam . el 27/04/2021.
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- Adam .
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