4579703
Description
Flashcards by beabusico01, updated more than 1 year ago
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Created by beabusico01
almost 9 years ago
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| Question | Answer |
| Hypodermic Needle theory | Implies mass media had a direct, immediate and powerful effect on its audiences. Suggests that the audience is passive. |
| Two-Step flow | 1. Opinion leaders get their information from media source 2. Opinion leaders then pass on that information along. Mass Media -> Opinion Leader -> Rest of Audience Suggests that the audience is semi- passive. |
| Uses and Gratification | Watch the media for five different reasons - Inform & Educate - Entertained - Identity - Integration & Social interactions. - Escapism - Surveillance |
| Reception Theory | Audience decode media in 3 different ways; Dominant Negotiated Oppositional Cultural Background is important in this theory, because there are responses in each cultural background |
| Reception Theory || Dominant Reading | Intended Reading by Media Creators - Accept ideas that the media text gives out. |
| Reception Theory || Negotiated Reading | Accepting New Ideas |
| Reception Theory || Oppositional Reading | Against the idea of the media text |
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