ReviseSociology

Category: audience effects

  • The reception analysis model of audience effects

    Reception analysis model states there three main types of ‘reading’ which audiences make of media content: The dominant reading: which is the same as the media content creators. The oppositional reading: which opposes the views expressed in the media The Negotiated reading: where people interpret media content to fit in with their own lives. The…

  • The selective filter model of audience effects

    The selective filter model of audience effects (Klapper 1960) holds that media messages pass through three filters before they have an effect. This is an active audience model which suggests that the audience do not just passively accept what they see in the media as ‘the truth’, as the hypodermic syringe model suggests. According to…

  • The postmodernist model of audience effects

    Postmodernists argue that the media is an integral part of postmodern society. Individuals actively use the media to construct their identities, and there is a sense of playfulness, creativity and unpredictability about how they go about doing this. Postmodernists criticise other theories of audience effects, especially the Hypodermic Syringe model for assuming that audiences are…

  • Evaluate the view that the media have a direct and immediate effect on their audiences [20 marks]

    This is an example of a 20 mark essay question written for the AQA’s A-level sociology paper 2, Topics in Sociology, Media option. Read Item N below and answer the question that follows. Applying material from Item N and your knowledge, evaluate the view that the media have a direct and immediate effect on their…

  • The cultural effects model of audience effects

    The cultural effects model is a Marxist model audience effects, usually associated with neo-marxism and the Glasgow University Media Group. The media and the dominant ideology According to the cultural effects model, the media contains ideological messages that reflect the values of media owners and professionals who expect audiences to agree with their preferred readings…

  • The uses and gratifications model of audience effects

    The uses and gratification model states that audiences are active users of media content and that they use the media to fulfill four main types of need. Diversion People use media to escape from their daily routines. In some cases media usage may make up for lack of satisfaction in work or personal life. Personal…

  • The Two Step Flow Model of Audience Effects

    The two-step flow model of audience effects was derived by Katz and Lazarsfeld (1965) which views the audience as active and influenced by influential opinion leaders, rather than directly by media content. Katz and Lazarfeld argued that social networks were dominated by opinion leaders, who were influential people within social networks with the power to…