audience models

• hypodermic syringe

  • marxist
  • media messages recieved + accepted
• hypodermic syringe eval

  • audience not passive, can choose
• two step flow model

  • views based on opinion leaders
  • opinion leaders interpret messages + pass on
• two step flow eval

  • anyone can be a opinion leader
• uses + gratification model

  • pluralism
  • active audience
  • use media as they want to
  • eg survaillence, relationships, identity
• uses + gratification eval

  • marxists: creates false needs
• selective filter model

  • some choice
  • selective exposure
  • selective perception
  • selective retention
• selective filter eval

  • marketing + advertising passes issues
• cultural affects model

  • media contains ideology
  • capitalist values
• cultural affects eval

  • gumg: miners made to look at fault for violence
• reception analysis

  • preferred reading: interpret how intended
  • negotiated reading: ammendments
  • oppositional reading: reject ideology