Tag: audience
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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…
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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…
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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…
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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…
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Does Peppa Pig Encourage Unnecessary G.P Visits?
To what extent is Peppa Pig responsible for increasing strain on the NHS?
