Question 9/10 media effects and regulation

 Passive Audience Theories: negative towards the media 

- Hypothermic syringe (Adorno and Horkhelmer 1947) - media has a negative impact, convinces the audience that what they see online is the perfect lifestyle meaning they will spend money to get it. 

- Cultivation theories (Gross and Gerbner 1976) - repetitively showing negativity becomes normalised throughout time. (desensitisation, becoming used to graphic/violent images owing to saturation in the media (mean world syndrome))

- Moral panic theory (Stanley Cohen 1972) - media concern of panic in response to media product that is regarded as threatening to certain groups or debasing agreed moral standards with society (PokemonGo)


Active Audience Theories: positive against the audience 

- Uses and gratification (Denis McQuail 1972)- surveillance, escapism, creating identity, creating personal relationships 

- Encoding/decoding model (Stuart Hall 1980) - preferred reading, negotiated reading, oppositional reading 

- Fandom (Henry Jenkins 2012) - audience can integrate with the creators

- End of the traditional audience (Clay Shirky 2008) - audience communicate with the media

 


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