MEdia effects info

1. The Media Effects

2. Uses and Gratifications Model
This form of media effect suggests that the person is able to make choices
involving media texts and what they wish to consume from them without any
sort of influence. Hence it means the viewer can decide what the information
they are getting truly means to them and how it goes with or against their
own decision. An example includes the person having a positive attitude
towards an item, then they listen to somebody say something bad about that
same item, and from then on the person is able to decide whether it has
changed their attitude without being influenced to do so.
In the example of the Descent, Neil Marshall shares his idea of what females
would behave in such an occasion where they are faced with doubt, betrayal
and are trapped in an enclosed space. However, the audience is able to
determine whether they agree with this opinion and if it truly inspires them
to be like the characters, in the case of females, or whether it is completely
patronising.

3. Two-Step Flow Model
This type of model is the suggestion that people of higher power and
influence in the world of media are able to influence the views of their
audience, much like TV presenters and politicians. However, it suggests that
these opinion leaders are affected previously by someone else’s opinions
(making this the first step), which then means they are able to pass this view
on to the audience (making this the second step).
In the Descent however, Neil Marshall plays the role of the opinion leader
who is influenced by the script of the movie making it seem as though he
believes that women can be strong yet have a darker side within. Henceforth,
this means that by watching the movie, the audience is affected by this view
that has been passed on, creating a two-step flow.

4. Hypodermic Needle Model
Finally, this method of media effect is the most effective of all three as it can
potentially brainwash audiences with a certain opinion, similar to what was
used within Cold War cold war propaganda adverts. Often referred to as the
magic bullet theory, it injects audiences with the specific message that media
may try to pass on in the same way a drug has its effects, except it
brainwashes people almost automatically.
We observe this in the Descent through the use of the blood and gore, which
desensitises audiences to said blood and gore, hence changing the viewer’s
reaction to future bloody scenes in other movies. However, it will not affect
peoples who have been desensitised previous to the method taking place.