cultural effect model

• Model suggests overtime media will gradually influence audience this is known as the


  drip drip effect
• Hall says media messages are encoded by who


  by the people that make them
• Message has an encoded meaning thats encoded intentionally which they expect what


  expect and want media audience to believe in
• Cultural effect theory suggests media will spread what 


  the dominant ideaology
• Cultutral effects theory suggests media spreada di in society and argues people will respond how


  People will respond differently depending on their social characteristics
• Said majority of audience may accept content of media but some may do what


  reject it due to their characteristics
• philo and GMG who disagree with idea audience can make their own interpretation of what


  media texts
• Philo and GMG agree and accepts audience are what 


  active
• Philo and GMG agree and accepts audience are active and


  in some cases can be critical of media accounts
• Gmgs research over years has found what 


  media has great deal of power and influences in forming way audience views world
• Gmg research also found out most people accept dominant media acc unless what


  they have access to alternative forms of info
• Gmg focuses on agenda setting and how some subjects are what


  removed for public discussion
• Philo states it can be difficult to criticise dominant meia acount if what 


  we dont have access to alternative sources of info
• We shouldnt underestimate power of media or overestimate capacity of audience to make what


  alt readings
• over time agenda setting and continual drip drip effect of media ecourages ppl to do what


  to accept prefered reading as the only reasonable one
• limitation of cultural effect model is that reception analysis and selective filtering exag who


  active role of media audience
• Philo points out that while audience can be active and critical theres loads of evi to suggest


  media is very powerful in shaping social attitudes and beliefs of aud and limits ability to resist messages
• Preferred reading


  Audience interprets media texts containing dominant ideaology
• negotiated reading


  Audience accepts preferred dominant reading but its too an certain extent so it fits their life exp and belieifs
• Oppositional reading


  Audience fully rejects preferred reading
• Klappwe suggests people have experiences of their own make choices and what else


  interpret or decode filter what they read heard in the media
• klapper suggests theres 3 what 


  filters
• klapper suggest theres 3 filters that people do what


  apply in their apporaches anf interpretatiuon of media
• prefered reading just soc def


  audience responds to media they way it was produced
• Selective filtering is an 


  interpretivist approach
• Cultural effects theory introduced idea of what 


  Social Context
• Social context is deemed to be important whilst looking at what


  effects of media
• Audience interpret media in context of what 


  context of culture they belong to
• Effect of media is complex as 


  its not the same for everyone
• Culture refers to what


  small subcultural group that individual belongs to
• Stan Cohen described media reports of expected trouble can create what


  moral panic
• media effects can build up over time to do what


  to either create/reinforce cultural norms
• Images of women in media create what images


  stereotypical
• Images of women in media creates stereotypical images and places what on girls and women


  Expectations
• Audience is seen as what


  active
• Women may react how to gender stereotyping


  resisting it