BBullet
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AAgenda Setting Function
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PPost Modern
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RReinforcement
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UUses & Gratification
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BULLET THEORY
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ABOVE: Jimmy Kimmel reveals 'Worst Twerk Ever' video was an elaborate prank that he was a part of.
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AGENDA SETTING FUNCTION THEORY
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POST MODERN THEORY
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REINFORCEMENT THEORY
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USES & GRATIFICATION
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THE EFFECTS (TRADITION) MODEL
The Effects Tradition model refers to the idea that media forms and content have strong effects on individuals and society. This model sees the media as powerful agents of change.
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Theories that fall under the Effects Tradition Model are:
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THE CULTURAL (STUDIES) MODEL
The Cultural Studies Model explains an individuals’ relationship with the media. The media act as a space for communication, within which cultures and other ideas in society can interact.
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Theories that fall under the Cultural Studies Model are:
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POLITICAL ECONOMY MODEL
The Political Economy Model suggests that the media are simply part of an economic system where power and control reside in political and economic institutions. Under this model, the media transmit the messages these institutions determine.
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Theories that fall under the Political Economy Model are:
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PRACTICE EXAM QUESTIONLook at the following practice exam question:
Compare one theory / model from the effects tradition with one theory / model from the cultural studies model. Your response must focus on how audiences are understood to use or be used by the media and should make reference to research or evidence. |
This question is essentially asking you to compare the difference between differing theories of media influence, specifically those that suggest a differing role for the audience.
For example: The Effects Tradition Model suggests that audiences are used by the media. A communication such as The Bullet Theory suggests that the audience is passive, and therefore ... The Cultural Studies Model on the other hand suggests that the audience themselves use the media. The Uses & Gratification Theory suggests that the audience is active, and therefore ... |