Question 9/10 Media Effects Essay Revision

 Passive audience theory 

Hypodermic Syringe (Adorno and Horkheimer) - The media feeds audiences false lifestyles to people who believed it. 

Hidden Persuaders( Written by Vance Packard 1957) - This book backs up the theory of the media feeding false lifestyles to their audiences. 

Cultivation theory (Gross and Gerbner) - Overtime if we see things or hear things multiple times people will begin to see things in that way. 

Desensitisation - Becoming used to graphic/violent images owing to satirisation in the media. 

Mean world syndrome - audiences watch things like news and documentaries that show the world as a bad place. 

Moral Panic theory(Stanley Cohen, 1972) - media products demonises groups and creating things that are referred to as "folk devils" examples of these are Donald Trump, Pokemon Go and religious extremis groups. 

Active Audience Theory - Use the media for our own purposes 

Use and gratifications theory (Denis McQuail, 1972): 

- Escapism 

- Surveillance 

- Building Personal Relationships 

- Building self identity

Fandom theory 

End of the traditional audiences (Clay Shirky, 2008)