MEDIA INFLUENCE

COMMUNICATION THEORIES
1. HYPODERMIC NEEDLE THEORY
  1. Suggests that an intended message is directly received and wholly accepted by the receiver
    1. THEORISTS: The Payne Fund Studies Group (USA) & the Frankfurt School (Germany)
    2. CRITICISMS: Too simplistic to adequately explain media effects
2. AGENDA-SETTING FUNCTION THEORY
  1. Suggests that the mass media determines what we think and worry about.
    1. CRITICISMS: Theory presupposes audiences to be knowledgeable, aware of, and interested in contemporary issues, therefore making them sceptical of the media's ability to manipulate messages
    2. THEORIST: Joseph Klapper
3. CULTIVATION THEORY
  1. Suggests that the more time people spend 'living' in the television world, the more likely they are to believe social reality portrayed on television.
    1. THEORIST: Professor George Gerbner
    2. CRITICISMS: Too reliant on statistics
4. SPIRAL OF SILENCE THEORY
5. PROPAGANDA MODEL THEORY
6. REINFORCEMENT THEORY
  1. Suggests that the media has little power to influence people and, most of the time, it just reinforces our preexisting attitudes and beliefs
    1. THEORIST: Joseph Klapper
    2. CRITICISMS: Surrounds the idea that people's socialising agents are culturally grouped
7. TWO STEP FLOW THEORY
  1. Suggests that most people form their opinions under the influence of opinion leaders, who in turn are influenced by the mass media.
    1. THEORIST: Paul Lazarsfeld
8. USES AND GRATIFICATION THEORY
  1. Suggests that viewers select the content they want to watch and use it for education purposes
    1. THEORISTS: Blumler, Katz and Gurevitch
    2. CRITICISMS: Too functionalist
9. SEMIOTICS THEORY
10. ENCODING/DECODING THEORY
IMPACT OF THE MEDIA ON AUDIENCE
1. ACTIVE
  1. Participating or engaged in a particular sphere or activity
2. PASSIVE
  1. Accepting or allowing what happens or what others do, without active response or resistance.
3. MORAL PANIC
  1. An instance of public anxiety or alarm in response to a problem regarded as threatening the moral standards of society.
RESEARCH METHODS
1. CASE STUDIES
  1. COLUMBINE
  2. SANDY HOOK
  3. BETHEL REGIONAL
2. LABORATORY TESTS
  1. BOBO DOLL EXPERIMENT - ALBERT BANDURA
3. LONGITUDINAL RESEARCH
4. CORRELATION STUDIES
5. QUALITATIVE RESEARCH
6. QUANTITATIVE STUDIES
7. META-ANALYSIS
8. ETHNOGRAPHIC RESEARCH
9. FIELD EXPERIMENTS
MEDIA REGULATION
1. ARGUMENTS FOR AND AGAINST MEDIA REGULATION
2. NATIONAL CLASSIFICATION SCHEME
  1. CLASSIFICATION BOARD
  2. CLASSIFICATION REVIEW BOARD
3. THE AUSTRALIAN COMMUNICATION AND MEDIA AUTHORITY (ACMA)
4. THE ADVERTISING STANDARDS BUREAU (ASB)
5. CODE OF CONDUCT ON BODY IMAGE
6. INDUSTRY SELF REGULATION
EVIDENCE OF MEDIA INFLUENCE
1. VIOLENCE IN VIDEO GAMES
  1. EXAMPLES OF EVENTS WHICH MAKES OUR FOCUS AN IMPORTANT TOPIC OF CONVERSATION
    1. COLUMBINE MASSACRE - ERIC HARRIS & DYLAN KEBOLD (1999)
    2. SANDY HOOK ELEMENTARY SCHOOL SHOOTING - ADAM LANZA (2012)
    3. BETHEL REGIONAL HIGH SCHOOL SHOOTING - EVAN RAMSEY (1997)
ACADEMIC APPROACHES TO LOOKING AT MEDIA INFLUENCE
1. THE EFFECTS TRADITION
2. CULTURAL STUDIES
3. POLITICAL ECONOMY

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	Created by Burcu Kocoglu over 9 years ago