moral panic representations tend tp focus on conflict and fighting between different yout gruops.
Advance media studies book
AQA
Monday 13 December 2010
hypodermic
They express the view that the media is a dangerous means of communicating an idea because the receiver or audience is powerless to resist the impact of the message. There is no escape from the effect of the message in these models. The population is seen as a sitting duck. People are seen as passive and are seen as having a lot media material "shot" at them. People end up thinking what they are told because there is no other source of information.
http://www.utwente.nl/cw/theorieenoverzicht/Theory%20clusters/Mass%20Media/Hypodermic_Needle_Theory.doc/
http://www.utwente.nl/cw/theorieenoverzicht/Theory%20clusters/Mass%20Media/Hypodermic_Needle_Theory.doc/
cultivation theory
Cultivation theory, also known as cultivation analysis, was developed by George Gerbner, dean emeritus of the Annenberg School of Communications at the University of Pennsylvania, to explain the effects of television viewing on viewers’ attitudes. Television “cultivates” our view of the world, which explains why people who watch a great deal of television have an exaggerated belief in a mean and scary world.
Television is unique in the history of media; it does not require literacy, mobility, or great expense, and it brings a uniform set of images into every home. Because it is ubiquitous, nonselective, and diverse in subject matter, it has become a central force in shaping modern culture. New generations have been raised with television as the primary storyteller in their lives, and it helps shape and reinforce the dominant culture in society. It accounts for “the cultivation of shared conceptions of reality among otherwise diverse publics” (Gerbner, Gross, Morgan, & Signorielli, 1980, p.10).
Gerbner found that heavy television viewing has a small but significant impact on the attitudes and perceptions of an audience, influencing their outlook on the social world around them. Massive exposure to television has a cumulative effect; it is not just individual messages that the viewer responds to, but also the accumulation of exposure in the aggregate. The cultivation process does not forcefully “push” an individual toward a conception of social reality, but rather subtly “pulls” him into the television mindset. Thus it is the continual process of interaction between the viewer and the medium that results in altered attitudes toward society.
Television is unique in the history of media; it does not require literacy, mobility, or great expense, and it brings a uniform set of images into every home. Because it is ubiquitous, nonselective, and diverse in subject matter, it has become a central force in shaping modern culture. New generations have been raised with television as the primary storyteller in their lives, and it helps shape and reinforce the dominant culture in society. It accounts for “the cultivation of shared conceptions of reality among otherwise diverse publics” (Gerbner, Gross, Morgan, & Signorielli, 1980, p.10).
Gerbner found that heavy television viewing has a small but significant impact on the attitudes and perceptions of an audience, influencing their outlook on the social world around them. Massive exposure to television has a cumulative effect; it is not just individual messages that the viewer responds to, but also the accumulation of exposure in the aggregate. The cultivation process does not forcefully “push” an individual toward a conception of social reality, but rather subtly “pulls” him into the television mindset. Thus it is the continual process of interaction between the viewer and the medium that results in altered attitudes toward society.
hypodermic Theory
1. The Hypodermic Needle Model
Dating from the 1920s, this theory was the first attempt to explain how mass audiences might react to mass media. It is a crude model (see picture!) and suggests that audiences passively receive the information transmitted via a media text, without any attempt on their part to process or challenge the data. Don't forget that this theory was developed in an age when the mass media were still fairly new - radio and cinema were less than two decades old. Governments had just discovered the power of advertising to communicate a message, and produced propaganda to try and sway populaces to their way of thinking. This was particularly rampant in Europe during the First World War (look at some posters here) and its aftermath.
Basically, the Hypodermic Needle Model suggests that the information from a text passes into the mass consciouness of the audience unmediated, ie the experience, intelligence and opinion of an individual are not relevant to the reception of the text. This theory suggests that, as an audience, we are manipulated by the creators of media texts, and that our behaviour and thinking might be easily changed by media-makers. It assumes that the audience are passive and heterogenous. This theory is still quoted during moral panics by parents, politicians and pressure groups, and is used to explain why certain groups in society should not be exposed to certain media texts (comics in the 1950s, rap music in the 2000s), for fear that they will watch or read sexual or violent behaviour and will then act them out themselves.
2. Two-Step Flow
The Hypodermic model quickly proved too clumsy for media researchers seeking to more precisely explain the relationship between audience and text. As the mass media became an essential part of life in societies around the world and did NOT reduce populations to a mass of unthinking drones, a more sophisticated explanation was sought.
Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet analysed the voters' decision-making processes during a 1940 presidential election campaign and published their results in a paper called The People's Choice. Their findings suggested that the information does not flow directly from the text into the minds of its audience unmediated but is filtered through "opinion leaders" who then communicate it to their less active associates, over whom they have influence. The audience then mediate the information received directly from the media with the ideas and thoughts expressed by the opinion leaders, thus being influenced not by a direct process, but by a two step flow. This diminished the power of the media in the eyes of researchers, and caused them to conclude that social factors were also important in the way in which audiences interpreted texts. This is sometimes referred to as the limited effects paradigm.
Dating from the 1920s, this theory was the first attempt to explain how mass audiences might react to mass media. It is a crude model (see picture!) and suggests that audiences passively receive the information transmitted via a media text, without any attempt on their part to process or challenge the data. Don't forget that this theory was developed in an age when the mass media were still fairly new - radio and cinema were less than two decades old. Governments had just discovered the power of advertising to communicate a message, and produced propaganda to try and sway populaces to their way of thinking. This was particularly rampant in Europe during the First World War (look at some posters here) and its aftermath.
Basically, the Hypodermic Needle Model suggests that the information from a text passes into the mass consciouness of the audience unmediated, ie the experience, intelligence and opinion of an individual are not relevant to the reception of the text. This theory suggests that, as an audience, we are manipulated by the creators of media texts, and that our behaviour and thinking might be easily changed by media-makers. It assumes that the audience are passive and heterogenous. This theory is still quoted during moral panics by parents, politicians and pressure groups, and is used to explain why certain groups in society should not be exposed to certain media texts (comics in the 1950s, rap music in the 2000s), for fear that they will watch or read sexual or violent behaviour and will then act them out themselves.
2. Two-Step Flow
The Hypodermic model quickly proved too clumsy for media researchers seeking to more precisely explain the relationship between audience and text. As the mass media became an essential part of life in societies around the world and did NOT reduce populations to a mass of unthinking drones, a more sophisticated explanation was sought.
Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet analysed the voters' decision-making processes during a 1940 presidential election campaign and published their results in a paper called The People's Choice. Their findings suggested that the information does not flow directly from the text into the minds of its audience unmediated but is filtered through "opinion leaders" who then communicate it to their less active associates, over whom they have influence. The audience then mediate the information received directly from the media with the ideas and thoughts expressed by the opinion leaders, thus being influenced not by a direct process, but by a two step flow. This diminished the power of the media in the eyes of researchers, and caused them to conclude that social factors were also important in the way in which audiences interpreted texts. This is sometimes referred to as the limited effects paradigm.
Cultivation Theory
Cultivation Theory
Daniel Chandler
Cultivation theory (sometimes referred to as the cultivation hypothesis or cultivation analysis) was an approach developed by Professor George Gerbner, dean of the Annenberg School of Communications at the University of Pennsylvania. He began the 'Cultural Indicators' research project in the mid-1960s, to study whether and how watching television may influence viewers' ideas of what the everyday world is like. Cultivation research is in the 'effects' tradition. Cultivation theorists argue that television has long-term effects which are small, gradual, indirect but cumulative and significant.
Daniel Chandler
Cultivation theory (sometimes referred to as the cultivation hypothesis or cultivation analysis) was an approach developed by Professor George Gerbner, dean of the Annenberg School of Communications at the University of Pennsylvania. He began the 'Cultural Indicators' research project in the mid-1960s, to study whether and how watching television may influence viewers' ideas of what the everyday world is like. Cultivation research is in the 'effects' tradition. Cultivation theorists argue that television has long-term effects which are small, gradual, indirect but cumulative and significant.
culitivation theory
Cultivation Theory
Cultivation theory focuses more on how people's attitudes are impacted by the media, rather than just behaviors. Although attitudes and behaviors are intricately related, cultivation theorists focus on how people think more than what people do. Much of this research involves comparing the attitudes of heavy media users, moderate media users, and light media users.
One finding of this research is that when people are exposed to heavy media violence, they seem to have an attitudinal misconception called mean world syndrome. This means that they overestimate how much violence actually occurs in their communities and the rest of the world. People who are exposed to less media violence have a more realistic sense of the amount of violence in the real world.
http://www.suite101.com/content/theories-of-violence-in-the-media-a52284
Cultivation theory focuses more on how people's attitudes are impacted by the media, rather than just behaviors. Although attitudes and behaviors are intricately related, cultivation theorists focus on how people think more than what people do. Much of this research involves comparing the attitudes of heavy media users, moderate media users, and light media users.
One finding of this research is that when people are exposed to heavy media violence, they seem to have an attitudinal misconception called mean world syndrome. This means that they overestimate how much violence actually occurs in their communities and the rest of the world. People who are exposed to less media violence have a more realistic sense of the amount of violence in the real world.
http://www.suite101.com/content/theories-of-violence-in-the-media-a52284
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