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SociologyExchange.co.uk Shared Resource

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  • 1. What are the effects of the mass media on their audiences?
  • 2. Sociologists are interested in the power of the media and its possible harmful effects on its audiences. ‘ how far can the media affect people’s political attitudes’ ‘ how far can the media cause violence in society’
  • 3.
    • THE HYPODERMIC SYRINGE MODEL
    • In the Early 20 th Century – the mass media was seen to have a lot of power
    • The press was seen as being able to control and persuade their audiences
    • The hypodermic syringe model sees audiences receiving daily injections of messages from tv and newspapers.
    • These messages are like a drug.
    • They ‘brainwash’ (condition) the audience and effect their attitudes and behaviour.
  • 4. com com
  • 5. THE HYPODERMIC SYRINGE MODEL Control Indoctrination Conditioning Moulding
  • 6.
    • THE USES AND GRATIFICATIONS MODEL
    • this approach looks at what audiences ‘do with the media’
    • This gives the audience more choice and doesn’t see them as being moulded and controlled.
    • It looks more at ‘individual needs’ that are met by the media.
    • Basically, we watch TV for different reasons and individuals gain different things from it.
  • 7. DIFFERENT NEEDS MET BY THE MEDIA (McQuail, 2003) Information – what is happening in the world Personal Identity – help us understand ourselves Personal Relationships – soaps give us a substitute for real life relationships/also give us something to talk to others about Entertainment & Diversion – help us escape from our problems and help us relax
  • 8. Match these programmes to the needs mentioned by McQuail ?
  • 9.
    • Case Study - Advertising
    • Look at these adverts
    • What would the two theories say about them and their audiences.
  • 10.
    • Case Study – Reality TV Shows
    • Look at these TV Shows
    • What would the two theories say about them and their audiences.
  • 11.
    • Plenary
    • Today we have looked at two views on the effects of the mass media on audiences.
    • Can you sort the following into those that relate to: (a) hypodermic syringe model or (b) uses and gratifications model…
    • Injections 2. personal taste
    • 3. Different needs 4. controlling
    • 5. Indoctrination 6. choice
    • 7. Like a drug 7. satisfaction
  • 12.
    • Homework/consolidation
    • In your own words, how might the hypodermic syringe approach view the power of advertisements over the audience? (5)
    • What ‘needs’ do reality shows like X Factor meet in their audiences? (5)
    • To what extent do you agree with the ‘hypodermic syringe model’ of the media and its effects on audiences? (15)