4001151
Cultural Effects Model
- Neo-Marxist
- NM supports CEM as it suggests the
media gradually influences the
audience over time. Part of the
structure of out own society.
- NM supports CEM as it suggests the
media gradually influences the
audience over time. Part of the
structure of out own society.
- Structural
Theory
- Determines how audiences will
behave; we aren't free agents who
create our own environment.
- Determines how audiences will
behave; we aren't free agents who
create our own environment.
- Hall's reception
theory
- Audience can accept, reject and
negotiate with media messages.
- Audience can accept, reject and
negotiate with media messages.
- Ruling class ideology constantly
bombards the public through
the media. Because they have
power they can filter their
ideology into society via the
media. The public (proletariat)
will eventually believe the ruling
class ideology to be natural &
true. This is called ‘cultural
hegemony’ and thus, the
proletariat will consent to
bourgeoisie ideology without
even realising it.
- Morley's reception
analysis model
- People can make one of
three interpretations of
media content: preferred
(dominant) reading,
oppositional reading and
negotiated reading.
- People can make one of
three interpretations of
media content: preferred
(dominant) reading,
oppositional reading and
negotiated reading.
- WEAKNESSES
- There's too much
emphasis to the
active role of
media audiences
- It assumes media personnel
work within a framework that
supports RCIs
- There's too much
emphasis to the
active role of
media audiences
- STRENGTHS
- Does not view the audience as
simply passive. People interpret the
media they consume But, producers
of media expect the audience to
respond to it in a particular way. Or,
as Neo-Marxists call it a preferred
(or dominant) reading,
- Understands there is not a direct effect
(of media messages to audience) but
gives us time to think (unlike HSM
model)
- Recognise power
of audience.
- Does not view the audience as
simply passive. People interpret the
media they consume But, producers
of media expect the audience to
respond to it in a particular way. Or,
as Neo-Marxists call it a preferred
(or dominant) reading,
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