Your SlideShare is downloading. ×
0
SociologyExchange.co.uk Shared Resource
SociologyExchange.co.uk Shared Resource
SociologyExchange.co.uk Shared Resource
SociologyExchange.co.uk Shared Resource
SociologyExchange.co.uk Shared Resource
SociologyExchange.co.uk Shared Resource
SociologyExchange.co.uk Shared Resource
SociologyExchange.co.uk Shared Resource
SociologyExchange.co.uk Shared Resource
SociologyExchange.co.uk Shared Resource
SociologyExchange.co.uk Shared Resource
SociologyExchange.co.uk Shared Resource
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

SociologyExchange.co.uk Shared Resource

882

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
882
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

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

×