Summary
of Audience Theory
|
Theory
|
Role
of Media
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Effect
on Audience
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Example
|
|
Effect Theory & Hypodermic Needle
|
One message from. The reader
and the. Audience perceive It.
|
Lead to imitation
E.g.; aggressive
showing will
Mirror aggressive behaviour
within the audience
|
Experiment:
A clip of an adult hitting a toy and leaving children in a room with the same
toy. The children imitated the adult. He also made children watch a video of
an adult behaving appropriately with a doll and the children replicated the
same behaviour.
|
|
Moral Panic Theory
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An issue could be reported and
it creates a panic in society.
|
Audience are
panicked and annoyed by it.
|
·
Violent
extremist
·
Teenagers
·
Terrorism,
·
Ebola
·
The world ending
·
Trump
|
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Cultivation Theory
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The media injects us but also cultivates
particular beliefs and attitudes over time.
|
Heavy viewers Are exposed
to more violence and therefore are affected by the “mean world syndrome”
|
·
Muslims are terrorist
·
Black people are violent
·
All American police officers are racist
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