View stunning SlideShares in full-screen with the new iOS app!Introducing SlideShare for AndroidExplore all your favorite topics in the SlideShare appGet the SlideShare app to Save for Later — even offline
View stunning SlideShares in full-screen with the new Android app!View stunning SlideShares in full-screen with the new iOS app!
What are the effects of the mass media on their audiences?
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’
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.
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
Match these programmes to the needs mentioned by McQuail ?