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Media Effects Models

The media’s impact on audiences You will be able to: Understand the role of media in socialization Consider how much the media actually influences us

TASK 1 Share these with your partner 2. Quickly make a note of: Your favourite fashion brands Your favourite celebrities and/or politicians Share these with your partner

TASK 2 Feedback to the class 2. Why do you think you like these brands and people? Feedback to the class

What role does the media play? Secondary socialisation TASK THREE: Why might media producers want to influence us?

HOW MUCH DOES THE MEDIA INFLUENCE US?

TASK FOUR Listen to the explanations of the three models and fill in the table

Complete this table View of audience (passive or active) View on how powerful the media are View of media message (on message or many) Hypodermic syringe Uses and gratification Decoding approach Complete this table

Hypodermic syringe model Audience as passive Media is like a drug Audiences have no control over their actions X Very simplistic X No conclusive proof X Media is very diverse today

Uses and gratifications model Audience as ACTIVE We pick and choose what to be influenced by Audiences seek out messages which suit their pre-existing ideas There is a complex system of decoding when audiences consume media

Decoding approach This is the way the audience interpret media messages. According to Abercrombie and Stuart Hall there are several ways to decode these messages. The way a programme is decoded may depend on the viewers background. E.g. a worker on strike is likely to decode a news story about a strike differently from a senior manager.

Complete this table View of audience (passive or active) View on how powerful the media are View of media message (on message or many) Hypodermic syringe Uses and gratification Decoding approach Complete this table

TASK FIVE Which of these models do you agree with the most? Justify your answer.

PLENARY If you wanted to persuade teenagers to think a certain way, what types of media persuasion would you use?