2 - AUDIENCE
KEY THEORY 15
ALBERT BANDURA - MEDIA EFFECTS
If you watch too much TV, Youtube, Videogames you can become addicted
The effects model AKA The Hypodermic needle model. This theory implied mass media had a direct, immediate and powerful effect on its audiences.
The theory suggests that the mass media could influence a very large group of people directly and uniformly by 'injecting' them with appropriate messages designed to trigger a desired response.
This theory assumes that we are passive consumers who do not question every piece of media that is put out, so it doesn't work all of the time.
KEY THEORY 16
GEORGE GERBNER - CULTIVATION THEORY
This theory covers the growing of an ideology through TV. The idea that prolonged and heavy exposure to TV cultivates, as in grows or develops audiences a view of the world consistent with the dominant or majority view expounded by television. (Again, this theory assumes that the viewers are passive and will allow it to happen).
OUTLINE OF CULTIVATION THEORY
Television present a mainstream view of culture, ignoring anything else.
In doing so, television distorts reality.
Heavy television users are therefore more likely to accept this edited and distorted view of reality.
ISSUES:
This can be how stereotypes are formed (Such as people from Essex being exactly like TOWIE)
Not everyone watches excessive amounts of television.
While this theory may have been useful in the 1970's, with only three channels available, the idea is challenged in the modern day as we have so many channels, meaning any ideology can become mainstream, instead of whatever ideology the BBC wants.
Gerbner's theory applied to Tide advert:
Women should love cleaning and embrace that it is one of their main jobs.
The Tide advert aims ito cultivate the ideas that: this is the brand leader; nothing else washes to the same standard as Tide; it's a desirable product for its female audience; and its "miracle suds" are an innovation for the domestic washing market.
HEGEMONY -
Where one group wields power over another, not through domination, but through coercion and consent.
Hegemonic Power
Non-Hegemonic Power
ALBERT BANDURA - MEDIA EFFECTS
If you watch too much TV, Youtube, Videogames you can become addicted
The effects model AKA The Hypodermic needle model. This theory implied mass media had a direct, immediate and powerful effect on its audiences.
The theory suggests that the mass media could influence a very large group of people directly and uniformly by 'injecting' them with appropriate messages designed to trigger a desired response.
This theory assumes that we are passive consumers who do not question every piece of media that is put out, so it doesn't work all of the time.
KEY THEORY 16
GEORGE GERBNER - CULTIVATION THEORY
This theory covers the growing of an ideology through TV. The idea that prolonged and heavy exposure to TV cultivates, as in grows or develops audiences a view of the world consistent with the dominant or majority view expounded by television. (Again, this theory assumes that the viewers are passive and will allow it to happen).
OUTLINE OF CULTIVATION THEORY
Television present a mainstream view of culture, ignoring anything else.
In doing so, television distorts reality.
Heavy television users are therefore more likely to accept this edited and distorted view of reality.
ISSUES:
This can be how stereotypes are formed (Such as people from Essex being exactly like TOWIE)
Not everyone watches excessive amounts of television.
While this theory may have been useful in the 1970's, with only three channels available, the idea is challenged in the modern day as we have so many channels, meaning any ideology can become mainstream, instead of whatever ideology the BBC wants.
Gerbner's theory applied to Tide advert:
Women should love cleaning and embrace that it is one of their main jobs.
The Tide advert aims ito cultivate the ideas that: this is the brand leader; nothing else washes to the same standard as Tide; it's a desirable product for its female audience; and its "miracle suds" are an innovation for the domestic washing market.
HEGEMONY -
Where one group wields power over another, not through domination, but through coercion and consent.
Hegemonic Power
- The School system
- Patriarchal Hegemony
- Cultural Hegemony
- Hegemonic structure of class
- Political Hegemony
Non-Hegemonic Power
- Military Conquest
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