10/02/13 Media Theories

Media Theories

- Effects theory

What the Media does to audience. For example, a violent video game could cause more violence in reality amongst people who play them. 

- Uses & Gratifications theory

What audiences do with the media (why you play it, watch it, read it etc). How the media influences them, people use media to fulfill their various needs.

- Reception theory 

What audiences do to the media.

The role of role models: 

• Fashion

• Celebrity

• Association 

• Sense of group and belonging

• Makes reception easy in social context 

- Effect theories

• Mass Media/ mass communications make people powerless to resist messages the media carries. 

• Consumers are 'drugged', 'addicted' or 'hypnotized'. 

• Effects theories taken up with protection of young, link between violence and the media. 

• Rise of TV in the 50's and 60's- fear of danger to children by inappropriate content in most media.

-User Generated Content- UGC

• We may not have choice about what we watch

• Neglects any aspects of effects theories 

• Neglects socio- economic factors.