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'.
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'.
posted by Rishi at 5:13 PM
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