Active Audience Models

Question 1

Katz and Lazarsfeld

Answer 1

2 step flow model - Media content absorbed by an opinion leader

Opinion leader passes the information on to those that they influence

Question 2

Klapper

Answer 2

Selective Filter Model - For the media to have any effect it needs to pass three stages:

• Selective Exposure (need to exposed to the message)
• Selective Perception (need to accept the message as true)
• Selective Retention (the message needs to be remembered)

Question 3

Postman

Answer 3

We live in a 3 minute culture

Question 4

Blumler and Mcquail

Answer 4

The uses and gratification model:
The media is used to fulfil needs of people and these needs will vary on age, sex, race etc.

4 needs:

• Diversion (escape routine/worries) - watson
• Personal Relationships (Use TV characters for social needs) - watson
• Personal Identity (Use media to help guide yourself e.g. gay struggling to come out may use guidance from tv)
• Surveillance (To understand and inform themselves of all that is going on)

Question 5

Cticisms of the uses and gratification model

Answer 5

No research, based on opinion
Fails to see that people use the same media for different things
GUMG say you cant interpret media how you want as the the media have set the way you can interpret it. (e.g. only positive news about royal family, you cant take it badly)

Question 6

Morely

Answer 6

The reception analysis model:

• people interpret media differently due to backgrounds
• study of 29 groups, concluded people make 1 of 3 readings/views:
• Preferred/dominant (reflects consensus and is deemed correct = approve of royal family)
• Oppositional (a minority may oppose the media e.g. anti-monarchy)
• negotiated (their own view based on values/beliefs)

Question 7

The cultural effects model/Marxist Model

AKA ‘drip drip affect)

Answer 7

People interpret the media they consume but the media professionals have made it so they expect a certain perception of it.

In the media they continuously ‘drip’ their r/c ideas into the media and over time the proletariat end up believing it too.

Basically use the media has an ideological state apparatus.