- Hypodermic
Needle - the media 'injects' the passive audience with a message they are
powerless to resist (discredited). The phrasing "hypodermic needle" is
meant to give a mental image of the direct, strategic, and planned infusion of a
message into an individual. But as research methodology became more highly
developed, it became apparent that the media had selective influences on
people.
- Drip, drip, drip effect, cultivation effect - the repetition of messages does have some effect on the audience. For instance, reporting of crime heightens our fear of crime (cultivation differential). Cultivation theory in its most basic form, then, suggests that exposure to television, over time, subtly "cultivates" viewers' perceptions of reality. Gerbner and Gross say "television is a medium of the socialization of most people into standardized roles and behaviors.
- Two-Step Flow - the media introduces us to ideas (step one), we discuss these ideas with others and reach an opinion (step two). a 1940s study on social influence that states that media effects are indirectly established through the personal influence of opinion leaders. The majority of people receive much of their information and are influenced by the media secondhand, through the personal influence of opinion leaders.
- Limited Effect - the media doesn't affect us as much as we are media literate, sophisticated readers of texts. Suggests that not everything is taken onboard and believed.
- Media Dependency - the belief that we come to need the media (and is this an addition or a choice?) People rely on the media for knowledge of the world around them.
Uses and Gratifications - This theory is about "what people do with media" rather than "what media does to people" (Katz, 1959). It assumes that members of the audience are not passive but take an active role in interpreting and intergrating media into their own lives. The theory also holds that audiences are responsible for choosing media to meet their needs. The approach suggests that people use the media to fulfill specific gratifications.
Blumler and Brown 1982 - Four primary factors for which one may use the media:
- Diversion - something to do, escaping from reality and problems.
- Personal Realtionships - using media to discuss with friends afterwards (last night's EastEnders), media as a substitute for 'real contact' (more complex in age of Facebook?) Does this fit with 'Two Step Flow'?
- Personal Identity and Individual Psychology - defining yourself by your media texts, building your sense of self.
- Surveillance - finding out about the world, finding out info.
- Drip, drip, drip effect, cultivation effect - the repetition of messages does have some effect on the audience. For instance, reporting of crime heightens our fear of crime (cultivation differential). Cultivation theory in its most basic form, then, suggests that exposure to television, over time, subtly "cultivates" viewers' perceptions of reality. Gerbner and Gross say "television is a medium of the socialization of most people into standardized roles and behaviors.
- Two-Step Flow - the media introduces us to ideas (step one), we discuss these ideas with others and reach an opinion (step two). a 1940s study on social influence that states that media effects are indirectly established through the personal influence of opinion leaders. The majority of people receive much of their information and are influenced by the media secondhand, through the personal influence of opinion leaders.
- Limited Effect - the media doesn't affect us as much as we are media literate, sophisticated readers of texts. Suggests that not everything is taken onboard and believed.
- Media Dependency - the belief that we come to need the media (and is this an addition or a choice?) People rely on the media for knowledge of the world around them.
Uses and Gratifications - This theory is about "what people do with media" rather than "what media does to people" (Katz, 1959). It assumes that members of the audience are not passive but take an active role in interpreting and intergrating media into their own lives. The theory also holds that audiences are responsible for choosing media to meet their needs. The approach suggests that people use the media to fulfill specific gratifications.
Blumler and Brown 1982 - Four primary factors for which one may use the media:
- Diversion - something to do, escaping from reality and problems.
- Personal Realtionships - using media to discuss with friends afterwards (last night's EastEnders), media as a substitute for 'real contact' (more complex in age of Facebook?) Does this fit with 'Two Step Flow'?
- Personal Identity and Individual Psychology - defining yourself by your media texts, building your sense of self.
- Surveillance - finding out about the world, finding out info.
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