Cultural Effects Model

Cultural Effects Model

1. Neo-Marxist

   • NM supports CEM as it suggests the media gradually influences the audience over time. Part of the structure of out own society.

2. Structural Theory

   • Determines how audiences will behave; we aren't free agents who create our own environment.

3. Hall's reception theory

   • Audience can accept, reject and negotiate with media messages.

4. Ruling class ideology constantly bombards the public through the media. Because they have power they can filter their ideology into society via the media. The public (proletariat) will eventually believe the ruling class ideology to be natural & true. This is called ‘cultural hegemony’ and thus, the proletariat will consent to bourgeoisie ideology without even realising it.

5. Morley's reception analysis model

   • People can make one of three interpretations of media content: preferred (dominant) reading, oppositional reading and negotiated reading.

6. WEAKNESSES

   • There's too much emphasis to the active role of media audiences
   • It assumes media personnel work within a framework that supports RCIs

7. STRENGTHS

   • Does not view the audience as simply passive. People interpret the media they consume But, producers of media expect the audience to respond to it in a particular way. Or, as Neo-Marxists call it a preferred (or dominant) reading,
   • Understands there is not a direct effect (of media messages to audience) but gives us time to think (unlike HSM model)
   • Recognise power of audience.