Theory and Theorists
Effects Theory
The Frankfurt School
A school of social theory and critical philosophy associated with the Institute for Social Research, at Goeth University, Frankfurt, concerned with the impact of the rise of the media industries.
This is the basis of the EFFECTS theory, where the audience are passive and thus manipulated and indoctrinated by the ruling classes, who control the media. This was basically the fear of capitalist freedom seeping into controlled Marxist ideology; basically the loss of control of the way the masses think.
A school of social theory and critical philosophy associated with the Institute for Social Research, at Goeth University, Frankfurt, concerned with the impact of the rise of the media industries.
This is the basis of the EFFECTS theory, where the audience are passive and thus manipulated and indoctrinated by the ruling classes, who control the media. This was basically the fear of capitalist freedom seeping into controlled Marxist ideology; basically the loss of control of the way the masses think.
The Hypodermic Needle Model
The original model for explaining the effects theory which demonstrates the effects of the mass media on their audiences, in particular film, ‘injecting’ the passive audiences with ideologies. This systematic brainwashing of the audience is a gradual process where they are so slowly, but constantly, (mis)informed of a propaganda that they start to believe and agree with what they are ‘injected’.
The original model for explaining the effects theory which demonstrates the effects of the mass media on their audiences, in particular film, ‘injecting’ the passive audiences with ideologies. This systematic brainwashing of the audience is a gradual process where they are so slowly, but constantly, (mis)informed of a propaganda that they start to believe and agree with what they are ‘injected’.
Cultivation Theory
A more refined version of the effects theory suggesting that while a single text does not have much effect, repeated exposure will make the audience less sensitive. Think of billboard advertising as a great example of this; if you drive past once you have a limited understanding, but drive past the same advertisement every day and you start to ‘cultivate’ a greater understanding.
A more refined version of the effects theory suggesting that while a single text does not have much effect, repeated exposure will make the audience less sensitive. Think of billboard advertising as a great example of this; if you drive past once you have a limited understanding, but drive past the same advertisement every day and you start to ‘cultivate’ a greater understanding.
Two-step Flow
The final development of this theory which you should know about, which refines the basic concept further. It assumes a more active audience, who will discuss the media with each other. However, if we are interacting with a person of respect we become passive and accept their opinion. Think here about film reviews in magazines and how influential they can be in our decisions about which films to watch.
The final development of this theory which you should know about, which refines the basic concept further. It assumes a more active audience, who will discuss the media with each other. However, if we are interacting with a person of respect we become passive and accept their opinion. Think here about film reviews in magazines and how influential they can be in our decisions about which films to watch.
Uses and Gratification theory
Directly opposing the Effects Theory, U&G assumes an active audience, which chooses the texts it consumes and where individuals have differing reasons for consuming those texts.
During the 1960s it became apparent that audiences made choices about how, when and why they consumed media texts. Blumler & Katz expanded this theory in 1974 suggesting the following reasons why audience members might consume a media text:
1. Diversion
2. Personal relationships
3. Personal identity
4. Surveillance
During the 1960s it became apparent that audiences made choices about how, when and why they consumed media texts. Blumler & Katz expanded this theory in 1974 suggesting the following reasons why audience members might consume a media text:
1. Diversion
2. Personal relationships
3. Personal identity
4. Surveillance
Reception Theory
In a sense, reception theory is an extension of U&G, concentrating on the audience itself and how it responds to the text. It is based on the theory that no text has one single meaning. Instead, reception analysis suggests that the individual members of an audience themselves help to create the meaning of a text.
This context of consumption is further highlighted by the situation we find ourselves in. If we watch a film at the cinema, in glorious 3D and surround sound, and then watch the same film on a basic analogue TV, are we watching the same film? Is our reception of the same film different because of the context in which we consume it?
David Morley looked at our preconceptions of media texts and what we expect from a media text based on our prior consumption of similar texts.
This context of consumption is further highlighted by the situation we find ourselves in. If we watch a film at the cinema, in glorious 3D and surround sound, and then watch the same film on a basic analogue TV, are we watching the same film? Is our reception of the same film different because of the context in which we consume it?
David Morley looked at our preconceptions of media texts and what we expect from a media text based on our prior consumption of similar texts.
Young & Rubicam - the 4Cs
Cross Cultural Consumer Characterisation
The Aspirer
is materialistic and focuses on appearance over personality. The aspirer focuses on others opinions rather than their own values. Their core motivation being status.
is materialistic and focuses on appearance over personality. The aspirer focuses on others opinions rather than their own values. Their core motivation being status.
The Succeeder
have lots of self confidence and have a strong goal orientation as they want to be successful. Some may say a succeeder is well known for their temper and their key motivation is control.
have lots of self confidence and have a strong goal orientation as they want to be successful. Some may say a succeeder is well known for their temper and their key motivation is control.
The Reformer
has their own judgement and do what they want to do. They have a lot of tolerance and are considered as intellects. The core motivation being enlightenment.
has their own judgement and do what they want to do. They have a lot of tolerance and are considered as intellects. The core motivation being enlightenment.
The Explorer
look different from other people with their core motivation being discovery. The explorer looks for challenge and discovery. They always want to try new experiences and ideas and they often look to be different from others, their core motivation is discovery.
look different from other people with their core motivation being discovery. The explorer looks for challenge and discovery. They always want to try new experiences and ideas and they often look to be different from others, their core motivation is discovery.
The Mainstreamer
has a daily routine that is essential for them and tend to copy other people and like what they like. The core motivation for ‘the mainstream’ is security.
has a daily routine that is essential for them and tend to copy other people and like what they like. The core motivation for ‘the mainstream’ is security.
The Struggler
is often seen as a victim by other groups and are often heavy consumers of alcohol and junk food, the core motivation for the struggler is escape.
is often seen as a victim by other groups and are often heavy consumers of alcohol and junk food, the core motivation for the struggler is escape.
The Resigned
are predominantly older people with unchanging values. Normally enjoying traditional roles and lives with their core motivation being to survive.
are predominantly older people with unchanging values. Normally enjoying traditional roles and lives with their core motivation being to survive.