Effects Theory

Effects Theory is the forced ideologies on passive audiences

Frankfurt School
Started from the 'Frankfurt School'. A group of scientists were concerned with the power mass media had to propogandise on behalf on fascism.
Rise of the 'culture indusrty' resulted in increased standardisation within society.
under capitalism society controls everything.
audiences are manipulated by society
things in society have to be commodified nowadays in order to for people to buy or watch them.

The Hypodermic Needle Model
this model demonstrates the effects of mass media on thier audiences .
it was most commonly seen in nazi propaganda films such as 'Triumph of the Will'
mass media has the power to inject the passive audiences with information.

Violence in the Media
effects theory shows the evidence of how violence can effect the audiences due to the media.
some argue that tv output that is too explicit or too violent shouldnt be shown as it influences the audiences into acting a certain way.
moral panics are generates over issues such as these.

Cultivation Theory
a single text doesn't have much effect on scoiety but reeated exposure will make the audiences more sensetive - this is called becoming 'DESENSITESED'
social attitudes have changed so much in the past few years that something that would not have been acceptable a few years ago will be fine to show nowadays.

Two-Step Flow
this suggests that there is a active audience that does discuss the media with one another like we do.
if the texts are discussed with someone we respect then people will believe anything that comes out of their mouths. eg. film critics

Opinion
i think that there is a passive audience, whereby whateva they are shown, they will belive. this is true as people that are not educated like we are as media students believe everything they read in newspapers and everything they watch on tv. so in this respect hegemony does happen in society. a prime example is Rupert Murdoch. one the other habd i do believe there is an active audience. the two-step flow shows that more educated people discuss with each other the media and what they think about the situation. furthermore people are influenced by what they see, only if they dont think 'outside the box'.

Marxism

Karl Marx argued that capiltalism based on the profit motive and that under capitalism, profits are generated by expliting workers. Marx believed that capitalist society is divided into two two social classes

The working class, or proletariat, who sell their labour and do not own the means of production.
The bourgeoisie, who own the means of production and employ the proletariat. The bourgeoisie may be further subdivided into the wealthy bourgeoisie who dont need to work themselves and the petty bourgeoisie who employ others, but also work themselves.

Why i am a Marxist
I am a Marxist because i believe that social class has an impact on how far you get in life and wealth seems to determine your intelligence. Although not only are some discouraged by class but also by gender, which infact makes it even harder.

Pluralism

What Is Pluralism?
Pluralism states that the individual has freedom to consume whatever they prefer, pluralist ideologies allow for different viewpoints in media texts which can lead to conflicting ideas.

Pluralism:
The audience are able to choose from a wide variety of cultural options. Individuals have freedom to make choices about what text they wish to consume. The media is seen as the fourth estate. There is no hegemonic messages.
Fourth Estate is the role of the media is seen as being that of the fourth estate, whose role is to keep the public informed about what is happening in each of the other three (government, legal system and the church)

Why am i a Pluralist?
I am a pluralist becasue i agree with the fact that the audience are active and can make their own choices about different texts. I also agree with the fact that the meida is the fourth estate keeping the public informed about what is happening in the world and how the church, government and the legal system have power in the sociey we live in.

Has Google Become Too Ad Powerful?

By Mark Sweney / Advertising/ Internet/ Television

That Google is set to make £900m in the UK this year - or put another way, almost £1 of every £2 spent by advertisers online - raises some serious questions about its market dominance.
Channel 4 chief executive Andy Duncan made the comment to highlight that the "structural change" in the ad industry means that Google will make more money than his corporation (£800m estimate).

However, an equally important question is just how comfortable is the UK ad industry that Google is so all-powerful when it comes to digital advertising?

In TV land there is a huge furore over ITV controlling around 45% of the ad market - and it has the regulatory mechanism of contracts rights renewal to keep it in check.

If you want dominance take a look at Google.

According to the Internet Advertising Bureau the UK online ad market will crack £2bn this year.

Search marketing consultancy Greenlight estimates that search advertising accounts for around 60% or more of total online ad spend (maybe around £1.3bn this year).

And Google takes the lions share (60% to 70%) of that, completely dominating next closest rival Yahoo!, with MSN much further down the search advertising revenue food chain.
As one consultant put it: "the others are fighting for scraps".

And it has exercised its muscle. Last year, Google scrapped the 15% gross discount it traditionally offered agencies using its advertising auction system and replaced it with a new net pricing system.

This caused a furore among many agencies.

Damian Burns, Google's head of agency relations for Europe Middle East and Africa, argues that the new system created "more transparency and put everyone on a level playing field using the auction system".

Microsoft has run into trouble in the US and Europe over market dominance and Apple too has its share of potential legal wrangles over opening its music platform.

But not much, so far, has been said about Google's position. For example, can it even be regulated, and, more to the point if it has such a great model and has taken full advantage of it over competitors why should it?

This shows the dominance google has over the advertising industry. it has no clear competitors and therefore can generate as much profit and publicity possible. it is one of the biggest companies in the world and is continuing to grow. its competitors are finding it hard to keep up with the growth of google. nearly everyone uses it, so everyone advertises on it.