100% satisfaction guarantee Immediately available after payment Both online and in PDF No strings attached
logo-home
Previously searched by you
Previously searched by you
logo
Summary AQA A level Media - The relationship of the media, content, presentation and audiences £2.99
Add to cart
Quickly navigate to
Preview
  2.  
  3. AQA
  4.  
  5. Sociology
  6.  
  7. Unit 3 SCLY3 - Beliefs in Society; Global Development; Mass Media; Power and Politics

Summary

Summary AQA A level Media - The relationship of the media, content, presentation and audiences
 0 purchase
  • Institution
  • AQA

These notes explore passive and active audience theories by covering key models like the Hypodermic Syringe Model, Two-Step Flow Model, and the Uses and Gratifications Model. You'll also find critiques of these models, discussions on violence in media, and effects such as desensitization, imita...

[Show more]

Preview 1 out of 3  pages

Document information

  • October 4, 2024
  • 3
  • 2023/2024
  • Summary

Subjects

Written for

All documents for this subject (162)

Seller

avatar-seller
znobia_bhatti

Content preview

The relationship of the media, content, presentation and audiences

Some sociologists suggest that consumers are passive when using and interpreting the media. For instance, the
hypodermic syringe model suggests the media have the ability to inject media texts into the veins of audiences.

However, some sociologists believe consumers are passive when using and interpreting the media because they
have freedom and choice in what they want to consume, and can reject messages they do not agree with.

Neo-Marxists reflect upon the encoding and decoding of media texts, and suggest that the dominant hegemonic
viewpoint is accepted by most audiences.
The relationship with the media also explores the uses and gratifications model, which implies people use the
media for a variety of interests and needs.

Active audiences

TWO-STEP FLOW MODEL:
Katz and Lazarsfeld found media audiences are not directly affected by the media. Instead, audiences adopt a
certain opinion after discussion with a group leader - therefore, the group leader is exposed to the content, and
those who respect the leader internalise the interpretation of content.


USES AND GRATIFICATIONS MODEL:
Blumer & McQuail suggest people use the media actively to fulfil their own personal needs, which is dependent
on class, age, gender, etc. The ways individuals use the media includes:

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 relationships- The media may compensate for the decline of community and meaningful, intimate
relationships

personal identity- People may use characters to identify with to help them make decisions in life.

Surveillance- People use the media to obtain information about the world, primarily the news.


SELECTIVE FILTER MODEL

An interpretivist approach by Klapper who suggests there are 3 filters people apply when interpreting the media:
Selective exposure - people choose what they want to expose themselves to in the media.
​
Selective perception - people may choose to accept or reject a media message depending on whether or not it
fits in with their own views.
​
Selective retention - people will forget material that is not in line with their views and interests, and only
remember media messages that reflect their interests.

The benefits of buying summaries with Stuvia:

Guaranteed quality through customer reviews

Guaranteed quality through customer reviews

Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.

Quick and easy check-out

Quick and easy check-out

You can quickly pay through credit card for the summaries. There is no membership needed.

Focus on what matters

Focus on what matters

Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!

Frequently asked questions

What do I get when I buy this document?

You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.

Satisfaction guarantee: how does it work?

Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.

Who am I buying these notes from?

Stuvia is a marketplace, so you are not buying this document from us, but from seller znobia_bhatti. Stuvia facilitates payment to the seller.

Will I be stuck with a subscription?

No, you only buy these notes for £2.99. You're not tied to anything after your purchase.

Can Stuvia be trusted?

4.6 stars on Google & Trustpilot (+1000 reviews)

63950 documents were sold in the last 30 days

Founded in 2010, the go-to place to buy revision notes and other study material for 15 years now

Start selling

Recently viewed by you

Exam (elaborations) ·

(2)

TEST BANK FOR Hamricvand Hanson's Advanced Practice Nursing 6thEditionv by Mary Fran Tracy, Eileen T.O' Grady

Exam (elaborations) ·

(0)

NR_305 Week 4 Assignment, Visual Teaching Tool Presentation (Stress and Time Management)

Package deal ·

(0)

API 1169 Bundled Exams Questions and Answers 100% Verified and Updated 2024 | Graded A

Exam (elaborations) ·

(0)

ROOT WORDS PRACTICE & SAT ROOTS WORD PRACTISE EXAM STUDY GUIDE 2024 TO HELP YOU PASS!!

Exam (elaborations) ·

(0)

NURSING 1140 Pharm Exam study guide. Keiser University, Study Guide Pharmacology Exam.

Summary ·

(0)

Samenvatting cellen hoofdstuk 8: Celverbindingen, 1e bachelor biomedische wetenschappen

Exam (elaborations) ·

(0)

National Nursing Home Administrator Exam Flash Cards with 100% correct answers rated A+

Other ·

(8)

Ontwikkelingspsychologie (Robert S. Feldman 5e editie) Begrippenlijst hoofdstuk 1 t/m 13, PB0102

Exam (elaborations) ·

(0)

Structural Pest Control Board Applicators Exam Study Questions and Answers 100% Solved

£2.99
  • (0)
Add to cart
Added