Media Effects
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The document discusses three models of media effects: 1) Uses and Gratifications Model - This suggests that viewers can make their own choices about what media they consume and what it means to them without influence. 2) Two-Step Flow Model - This suggests that opinion leaders are first influenced by others' opinions, then influence the audience, in a two-step process. 3) Hypodermic Needle Model - This is the most effective model, similar to brainwashing, where media directly injects and passes on a specific message to audiences automatically.
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This document discusses the 1994 Algerian film Bab El Oued City by Merzak Allouache. It provides context that the film was made secretly during Algeria's civil war and engages with themes of entrapment from the earlier film Pepe le Moko. The film is set in 1989 Algiers and depicts a neighborhood experiencing the effects of the war through failed communications, oppression of women, and corruption on all sides with no hope of escape or revolution. It suggests exile is the only option but that escape is still imperfect. The film explores the failures of independence and portrays Algeria as a living tomb from which there is no escape.
Media poster analysis
The document analyzes posters for three short films:
1) "The Eyes of Edward James" focuses on an extreme close-up of a dark figure's face emphasizing their white eye, with red text suggesting murder or death.
2) "Purge" similarly focuses on a girl's close-up showing determination and fear, revealing nothing else about the film. The dull colors reflect her emotions.
3) "Broken" depicts the blurred, duplicated image of a girl suggesting two lives - her perfect life and disturbed dreams catching up to her. Warm colors reflect the beginning but contrast what follows.
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This document summarizes Elisabeth Noelle-Nuemann's theory of the spiral of silence. The theory posits that individuals are less likely to express opinions they perceive to be in the minority due to a fear of isolation. When a minority opinion is not expressed publicly, it contributes to a perceived strengthening of the majority view over time, causing the minority opinion to spiral downward into fewer expressions of support. The fear of isolation and being negatively evaluated by others plays a key role in causing individuals to self-censor minority views.
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Similar to Media Effects
Media effects
The document discusses three models of media effects:
1) The Hypodermic Needle Model suggests that media has a powerful and direct effect on audiences who are powerless to resist messages.
2) The Two-Step Model explains that opinion leaders first receive media messages and then pass them on to others, influencing followers.
3) The Uses and Gratifications Model recognizes that people in power can express opinions based on their own experiences that may influence and alter the opinions of others.
Media effects
The document discusses three media theories: 1) The hypodermic needle theory suggests media can desensitize viewers to messages by "injecting" them, as seen with copycat behavior after violent films. 2) The two-step flow theory proposes opinions are shaped by elite opinion leaders who are influenced by media and then influence the general population. 3) Uses and gratifications theory views audiences as active interpreters of media based on their own experiences, not passive receivers of messages.
Audience theory
here is my powerpoint presentation about audiences theories and how I would apply them to film trailers.
Media effects
The document discusses three media effects models:
1) The Hypodermic Needle Model suggests that media can directly change people's opinions by exposing them to new information. It links this to how a horror film could influence viewers' opinions on gore.
2) The Two-Step Flow Model proposes that media first influences opinion leaders who then spread the information to others through interpersonal communication. It provides an example of how a film director's opinions could indirectly shape viewers' views.
3) The Uses and Gratifications Model posits that people consider media messages but also use their own life experiences to form independent opinions. The document explains how this model applies to interpreting a film director's portrayal of women.
Disney legal ethical regulatory bodies
The document discusses various theories about the potential effects films can have on audiences, including the hypodermic needle theory, two-step flow theory, uses and gratifications theory, and desensitization theory. It then applies these theories to analyze possible effects of the film Star Wars: The Force Awakens. Some positive effects discussed are diversion, entertainment, and providing role models for diverse audiences. Potential negative effects include desensitizing young viewers to violence. The document also examines issues of representation in the film in terms of race, gender, age, and sexuality, and whether the film challenges societal norms or provides typical mainstream portrayals. Current societal debates around representation that relate to the film are also mentioned.
Disney legal ethical regulatory bodies
The document discusses several theories about the potential effects media can have on audiences, and how some of these theories could apply to the film Star Wars: The Force Awakens. It explains the hypodermic needle theory, two-step flow theory, uses and gratifications theory, desensitization theory. It provides examples of how The Force Awakens could influence audiences according to each theory, such as spreading information through opinion leaders (two-step flow), allowing escapism and entertainment (uses and gratifications), and weakening responses to violence through repeated exposure (desensitization). The document also outlines some positive effects the film may have like providing diversion, building personal relationships with characters, and offering new role models.
Media audiences
Abraham Maslow proposed a hierarchy of needs consisting of basic physiological needs at the bottom level, followed by safety needs, love and belonging needs, esteem needs, and self-actualization needs at the top. Once lower level needs are met, people can focus on achieving higher level needs. Early media effects theories viewed audiences as passive, such as the hypodermic needle model which suggested media could directly "inject" ideas into passive audiences. Later theories saw audiences as more active, such as uses and gratifications theory which proposes audiences actively select media to fulfill social and psychological needs.
C:\documents and settings\paul neville\my documents\influences on the audience
The document discusses several theories of media influence:
1) The Hypodermic Syringe Model suggests media has a direct influence on audiences and can be used to change behavior or gain power. Hitler used mass media to support the Nazi regime.
2) The Two-Step Flow Model proposes ideas from media reach opinion leaders first, who then influence the general population.
3) The Inoculation Model develops defenses against manipulation through persuasive messages.
4) Uses and Gratification Theory emphasizes that audiences actively choose media to fulfill needs.
5) Primary, secondary, and tertiary media influence depends on audience engagement levels.
Audience theories
Mass audience films have higher budgets to appeal to all viewers, while niche films target specific groups with lower budgets. However, some films like Star Wars can be both by having a huge budget but appealing strongly to niche fans. Audience theories include the hypodermic needle theory that media directly injects passive audiences with uniform messages. The two-step flow theory proposes ideas spread from media to opinion leaders and then the wider population. Cultivation theory suggests cumulative long-term exposure to media can shape viewers' perceptions through desensitization rather than any single text having too much effect.
Hypodermic needle theory
The document discusses the hypodermic needle theory of mass communication. It was proposed in the 1930s and suggests that media messages directly influence passive audiences like injections from a needle. Katz and Lazarsfeld argued this theory was too simplistic and proposed the two-step flow model, where opinion leaders influence audiences. The document also discusses the Lasswell formula for communication research and concludes different individuals respond differently to the same media messages.
A Level Audience Theory
This is a PowerPoint about Media Studies audience theory. It involves theories such as: The Effects Model, The Uses and Gratification Theory, Reception Theory, Safety Valve Effect, The Effects Debate and The Law of Diminishing Returns.
AUDIENCE THEORY
The document discusses several theories related to audiences and media studies:
1) Maslow's Hierarchy of Needs proposes that humans have physiological, safety, love, esteem, and self-actualization needs that must be met.
2) Passive audience theory suggests that media can directly "inject" ideas and beliefs into audiences who passively accept messages.
3) Cultivation theory argues that prolonged TV watching can shape viewers' perceptions of social reality through repetitive exposure to certain ideas.
4) Two-step flow theory posits that media messages pass from media to opinion leaders and then to the general public rather than directly to audiences.
2. Media audiences
This document discusses media audiences and how media products are targeted towards specific audiences. It explains that the target audience is the specific group a product is aimed at. Media companies research audience demographics and psychographics to better understand the behaviors and traits of potential audiences. The document also summarizes several theories of how audiences interact with media, including the hypodermic model which views audiences as passive, the two-step flow theory which proposes opinions spread from media to opinion leaders to the wider audience, and uses and gratification theory which sees audiences as active users selecting media to fulfill certain needs.
Uses & gratifications model of audience
The Uses & Gratifications theory suggests that audiences actively seek out media to fulfill needs, rather than media directly influencing audiences like a hypodermic needle. Audiences interpret media messages subjectively to meet needs like surveillance, personal identity, and diversion. This theory also suggests that individuals can become more dependent on media that efficiently meets many of their needs. It has been criticized for ignoring the socio-cultural context of media and producers' responsibility for media effects. Uses & Gratifications is more applicable to zombie horror genres since audiences consume it subjectively for its content rather than message.
Audience investigation
The document discusses several theories related to how audiences interact with and interpret media texts. It describes theories such as uses and gratifications, which examines why people seek out specific media to satisfy needs like entertainment or information. It also outlines the hypodermic syringe theory, two-step flow theory, and reception theory, which look at how direct or indirect media's influence is on audiences and how people interpret messages differently. Demographics and psychographics are presented as ways to categorize audience characteristics. The document also discusses how these theories relate to audiences of the horror genre.
Audience investigation
Media producers aim their products at target audiences that can be mass or niche. Demographics and psychographics are used to segment audiences based on factors like age, gender, social class and lifestyle. Theories like uses and gratifications, hypodermic syringe, two-step flow and reception theory explain how audiences interact with and interpret media texts, which can vary between individuals. Horror genres in particular have been associated with theories like hypodermic syringe and male gaze due to concerns about influencing violence or objectifying women.
Audience test
This document discusses models of how audiences engage with media. It begins by describing the shift from seeing audiences as masses to recognizing them as individuals with varied approaches. It then summarizes the effects/hypodermic model which viewed audiences as passive recipients of media messages. This model is now outdated but still influences debates around censorship. The document discusses criticisms of the effects model for seeing audiences as too passive and not accounting for other influences on behavior besides media. It notes politicians and commentators still cite this model during moral panics around new media despite its flaws.
H effects
This document summarizes several theories about the effects of mass media on audiences:
- Walter Lippmann's theory that media shape our perceptions of things we haven't directly experienced
- Early theories that media have direct, powerful effects but were later challenged by theories finding mostly indirect, minimal effects
- Two-step flow model where media affect individuals through opinion leaders
- Agenda-setting theory where media tell people what to think about
- Uses and gratifications theory where people choose media to meet needs like surveillance, diversion, socialization
- Consistency theory where people control media effects by choosing messages consistent with existing views
Media audiences
1) Maslow's hierarchy of needs proposes that people must have their basic physiological and safety needs met before pursuing higher needs like belonging, esteem, and self-actualization. Early media theories viewed audiences as passive and easily influenced.
2) The hypodermic syringe model saw audiences as passive receivers of media messages. Cultivation theory also viewed audiences passively, suggesting repeated exposure shapes attitudes.
3) Later, more active audience theories emerged. Two-step flow theory and uses and gratifications propose audiences actively select media to fulfill needs, not passively accept messages. Reception analysis adds that personal experiences shape how media is interpreted.
Audience theory 2
The document summarizes two audience theories: the effects model and uses and gratifications model. The effects model sees audiences as passive and easily influenced by media messages. It was tested in experiments like the Bobo doll experiment. However, the uses and gratifications model sees audiences as active, using media to fulfill personal needs like diversion, escapism, and identity exploration. Both theories provide different perspectives on the relationship between audiences and media texts.
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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.