In pairs use the higher order question stems to
construct questions on the 3 models of media
effects we have looked at so far:
 Hypodermic syringe model
 2 fold model
 Cultural effects model

Write them onto your worksheet and
decide how many marks are available for
each question
MUST 1 from
each
SHOULD 2
from each
COULD 3 from
each
T-P-S
What do you think this theory is
about?

In general the hypodermic, 2 fold and cultural
effects models see the media, to a greater or
lesser extent, to have control over what
people think and the way they behave.

The uses and gratifications model is very
different
It looks at how people use the media as
opposed to how the media influences people

THINKING



ACTIVE
CREATIVE
The uses and gratifications model starts with the
view that media audiences are thinking, active
and creative human beings
They actively use the media in various ways for
their own pleasures and interests – gratifications
Change of emphasis from the various ways the
media influence and manipulate people to an
emphasis on the way audiences use the media
Media audiences are not:
 passive robots who are easily manipulated
 led by the opinions of leaders
 moulded over time by the routine process of
constant exposure to the dominant ideology
They use the media in a variety of ways....
1 minute to note down as many ways as you
can

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



Leisure
Entertainment
Relaxation
Personal relationships & companionship
Explore and confirm own identities interests
& values
Keep up with the news and current affairs




This variety of uses for the media which provides a
range of pleasures, shows that people make
conscious choices, select and interpret the media.
They choose what they watch on TV or read in the
newspapers and magazines and use them for an
array of needs which they decide.
The effects of the media are likely to be
different in each case, depending on what
people are using the media for.
We can’t assume that the uses and effects of
the media – even the exact same piece of media
will be the same in every case



Read over what you have written and select
10 key words
Note them down
Using only these words in your groups talk for
3 minutes on the uses and gratifications
model of media effects

What are the strengths & weaknesses of this
approach?
TPS
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
Listen to me read through the text outlining
the S/W’s of this model
Note down up to 7 key terms from each
section
Tear your paper into 4 strips
In groups of 4 rewrite the strengths &
weakness on the flip chart paper
Compare your text to the original

On your orange card create 4 mind maps
summarising the information on each of the 4
models of media effects we have looked at
 Outline
 Strengths
 Weaknesses

Use both sides of your card

Now reflect upon today’s model and write at
least 1 more question on the uses and
gratifications model
Critically assess the pluralist view
of the mass media’ (33 marks)

Critically assess the pluralist view of the mass
media’ (33 marks)

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
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A – 26
B - 23
C - 20
D - 16
E - 13

Complete your student comment section of
your essay

Read through your essay and summarise
each couple of sentences into one word

Use those words to explain your essay to your
partner

It will not be word perfect but use
connectives such as ....