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...
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.
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