Hypodermic needle / Magic bullet Cultivation / cultural effects model Two step flow model Outline of the theory: The idea that the mass media injects thoughts, values and beliefs into the audience. This influences them and may change their opinions. Outline of the theory: The more time people spend living in the television world, the more likely they are to believe social reality aligns with reality portrayed on television. Strengths of theory: • Use of numbers can be effective and reliable way of seeing correlations. • The study is based on large audience and over a long period of time. Weakness of theory: • It classes everyone as one and does not take individuality into account. • Too simple, thoughts and feelings are not always observable. Strengths of theory: • Experiments provide evidence that TV effects people over time. • Young people copy TV and there is evidence for this. ( Drip, drip, drip.) Outline of the theory: The theory that the mass media can be passed through highly influential figures within the media, whether it be political or social. This influences opinions on certain things very easily. Strengths of theory: • Events can be manipulated by people to sound a certain intended way. Terror attacks can be twisted and blamed on certain people to get a certain opinion across. Weakness of theory: • People can make their own decisions, they may just have the same opinions. • Uses survey methods that under estimate media impact. • It is in direct contrast to cultivation theory. Weakness of theory: • Far too simplistic as it does not take a persons culture or background. • Too many types of media in 2017 so it may be outdated. Uses and gratifications model Reception theory Moral Panics Outline of the theory: Outline of the theory: Outline of the theory: This looks at the audience as an active audience. This is how the audience reacts to the mass media and that they chose the type of media they watch for different reasons. These reasons consist of being educated, informed, entertained, personal identity, integration and social interaction and escapism Media texts are encoded by the producers and then decoded by the viewers. This theory suggests that the audience of the media decode the text in one of the three ways: negotiated, dominant and oppositional. Dominant is when the audience agrees with the media texts and has the intended effect. Oppositional is when the audience reject the media text and has the wrong effect. And negotiated is when the audience accept but the media text does not have the full intended effect. Some people may question it. This is when a condition, episode, person or group people emerges to become defined as a threat to societal values and interests. The media will overreact to an event and portray in a extreme way to make it clear to the audience which has an impact on certain groups in society. The media creates hysteria across the nation in people and they do this for social order and to put the blame on people. Strengths of theory: • Strengths of theory: • • Other theories link in to support this one. There was an experiment where people would watch a certain media text for a certain purpose and they came out acting similar to the media text whereas other people did not. • Certain media texts such as adverts use male gaze to put across a product, however the audience may reject the product because it exploits women and this would be oppositional. This happens frequently. • A lot of the research is dated since it was done before the social media boom. Media can be manipulated to have a different effect on people than the reason they came for and subliminally affect them. We can observe this happening on a day to day basis in modern Britain. For example when a bomb goes off in Britain it is labelled immediately as a terror attack and if the attacker is of ethnic/ religious background they are all labelled as terrorists. Weakness of theory: Weakness of theory: • Strengths of theory: Weakness of theory: • You could be more than one the reasons or none or even a completely different standing ground. • • People catch on and start to realise that the media is exaggerating so they judge the event for themselves by doing their own research. The term "panic" itself has connotations of irrationality and a lack of control. The groups in society can detach themselves from how similar groups are being portrayed and then demonstrate that they are not the same.