This document provides guidance and materials for a seminar on how social media impacts behavior and consumer choices. It discusses the importance of using readings to inform ideas and asking questions to check understanding or ask for reasons. Students are instructed to complete tasks analyzing three models of media effects and influence. These model explanations will help students understand the debate around passive versus active audiences and the degree of influence from media. Students are asked to find examples from their research to contribute to the seminar discussion on the impact of social media.

1. ABERDEEN 2040
Seminar Skills
Week 2 Lesson 1
10PSE

2. Week 2
Last week we looked at the importance of asking & answering questions in
seminars.
This week will look at:
1) Using reading texts to inform your ideas
2) Using questions to check understanding, ask for examples, ask for
reasons
You will take part in a seminar on:
What impact does social media have on our behaviour and consumer choices ?
Participating in seminars

3. Media
ex. 1 In which contexts is the media interactive? Give reasons and examples?
a)Lectures b) online social media c) sports games d)theatre e)TV programmes
f) cinema g) radio h) blogs i)newspapers
ex. 2 Which of the statements below do you agree with most? Explain why
1. Audiences are selective and the media do not change their beliefs
2. Audiences are active, but the media change their beliefs
3. Audiences are passive and believe what they read and hear
Oxford EAP Unit 3 p51 Task 1 Critical Thinking

4. Reading to prepare for a tutorial/seminar
ex. 1 Read the text and decide which statement represents the author’s view
1. Audiences are selective and the media do not change their beliefs
2. Audiences are active, but the media change their beliefs
3. Audiences are passive and believe what they read and hear
Oxford EAP p51 Task 2

5. Reading to prepare for a tutorial/seminar
2. Audiences are active, but the media change their beliefs
In many ways it combines the insights of the other two approaches
Oxford EAP p51 Task 2 ex 1 (answer)

6. Reading to prepare for a tutorial/seminar
Complete the chart
Oxford EAP p52 Task 2, ex. 2
Model Role of Media Role of Audience Evaluation
Media -effects Passive, absorbs
materials
Audience-active Reinforce
audience views
Media-themes Pursues middle
path – less
extreme…

7. Reading to prepare for a tutorial/seminar
Extra: Can anyone explain what “injections of material” means? Type ideas into chat
Oxford EAP p52 Task 2, ex. 2 (answers)
model Media role Audience Evaluation
Media -effects ‘injections of
material’
Passive, absorbs
materials
This view has been
challenged: the
second model
rejects the idea
that audiences
simply receive
messages from
the media.

8. Reading to prepare for a tutorial/seminar
Extra: Try to paraphrase what it says in the evaluation
Oxford EAP p52 Task 2, ex. 2 ((answers continued)
Media role Audience Evaluation
Audience-active Reinforces
audience views
Audiences: 1)
select what they
want to see and
hear 2) interpret
messages
according to their
existing ideas and
beliefs
According to the
last paragraph, it
exaggerated the
freedom of choice
of the audience

9. Reading to prepare for a tutorial/seminar
Oxford EAP p52 Task 2, ex. 2 (answers continued)
model Media role Audience Evaluation
Media-themes The media do still
influence them
Are active (but
less than in the
2nd model)
It combines the
other 2
approaches =>
Middle ground

10. Reading to support your views
ex 3 Match the statements to the correct model
1. Audiences are selective and the media do not change their beliefs
2. Audiences are active, but the media change their beliefs
3. Audiences are passive and believe what they read and hear
a)Media- effects model , b)Active -audience model, c) Media-themes
model
Oxford EAP p52 Task 2

11. Reading to support your views
Has the reading text changed your views about how much the media influences
people? Why? Can you think of any examples to support your views?
Extra: The reading text summarises three models. Why are models useful in
academic understandings of behaviour or issues?
Think about:
- Ability to compare situations
- Subjective / objective opinion
- Measuring & gaining evidence
Oxford EAP p52 Task 2 (ex 3 continued)

12. Reading to support your views
What impact does social media have on our behaviour and consumer choices?
Do some research & find some examples that you can bring to the seminar on
Friday
Preparation for a seminar