Media Theories Flashcards Preview

Sociology Mass Media > Media Theories > Flashcards

Flashcards in Media Theories Deck (7)
Loading flashcards...
1
Q

A general Evaluation of the uses and grats theory (different cases..)

A

Different uses mean that the effects of the media are going to be different in each case - depending on what people are using it for.

2
Q

(Uses and Grats, general eval) We therefore can’t assume that…

A

The uses and effects (even of the same media content) will be the same in ever case.

3
Q

Strengths of the Uses and Grats model? (3)

A

1) recognizes the active role of media audiences
2) recognizes that audiences have the power to decide media content.
3) recognizes that the uses and grats of the media are likely to vary from one person to the next . (These factor are influenced by age, gender, class etc.)

4
Q

Weaknesses of the Uses and Grats model? (3)

A

1) overestimates the power of the audiences to influence media content, underestimates power of the media companies
2) focuses too much on the use of media by individuals
3) the focus on individual uses and grats ignores the wider social factors affecting the way audiences respond. (Common experiences and common values may mean many people will respond in similar ways to media content).

5
Q

(Interpretivist Selective Filtering Approach) Which sociologist said that the media does not have a direct influence on people, rather, they FILTER what they SEE, READ, or HEAR in the media.

A

Klapper (1960)

6
Q

(Interpretivist Selective Filtering Approach) Klapper’s three main filters that people apply in their approaches and interpretations of the media?

A

1) Selective Retention (they’ll ‘forget’ material that is not in line with their views and interests)
2) Selective Exposure (people may only watch/read media that fit in with their existing views and interests)
3) Selective Perception (people will react differently to the same message depending on whether it fits with their own views and interests

7
Q

What does Katz and Laserfeld’s two step flow theory emphasise?

A

The importance of social relationships in shaping people’s response to the media.