Media Influence
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Created by:
chris_wordsmith on November 9, 2009
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22 terms
Terms | Definitions |
|---|---|
 Hypodermic/Bullet Theory | Originated in America in the 1920's, Payne Fund Studies Group and Frankfurt School |
| Uses and Gratification Theory | Originated in America in the 1940's, devised by Paul Lazarfeld and the Structural Functionist School, researched further by Blumler and Katz in 1974 |
| Reinforcement Theory | Originated from Joseph Klapper's book, The Effects of Mass Communication, in 1960 |
| Agenda Setting Function Theory | Proposed by Stuart Hall and Raymond Williams at the Birmingham School in the UK, in the 1970's |
| Hypodermic/Bullet Theory | Suggests that media texts are 'closed' and therefore no interpretation, other than the original undiluted message, can be made |
| Uses and Gratification Theory | Suggests that the media has no power of the audience what so ever. The text is regarded as 'open' and the audience can determine the media they wish to consume |
| Reinforcement Theory | Suggests that the media simply reinforces opinions an audience already has about the 'world' and that for the audience to truly be influenced by the media they must be exposed to its subject for the first time by the media |
| Agenda Setting Function Theory | The media has the power to place ideas in their messages for people to deconstruct.The media cannot tell us what to think, but can tell us what to think about |
| Children | Have yet to develop the skills to successfully challenge what they are seeing |
| Children | Tend to be more passive in their viewing habits, far more impressionable |
| Women | Biggest users of media |
| Women | Traditionally been in the home, so had 24/7 access |
| Women | Vulnerable when exposed to texts that affect how they think about themselves |
| The Elderly | Most likely to take offence at media content |
| The Office of Film and Literature Classification | Classifies films and literature on behalf of states |
| Protecting Children | May be considered more important than total free speech for adults |
| Children's media exposure | Impossible for parents to have full control over |
| National problem | Excessivley violent material, pornography, or material that incites crimes or hatred |
| Media consumption | Parent's responsibilty to limit the child's exposure to |
| Slippery Slope | Used to describe government regulation of free speech in the media |
| unenforceable | The borderless media envrionment created by the internet |
| Betty King v Underbelly | Example of alternative approach to regulation |
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