effects theory and reception theory

Effects theory & hypodermic needle

Roles of the media- the media are powerful negative forces who control the masses.
Effect on audience-Media is seen as a hypodermic needle, injecting our helpless minds with messages which we take on board fully.
Examples- children watched violence towards a bobo doll on tv and they replicated this behaviour.

Moral panic theory
Roles of the media-violent/extremist idea published in media.
Effects on audience-they become outraged, fearful and upset by the challenges and menaces posed to their accepted values and ways of life, by the activities of groups defined as deviant.
Example- eg; ebola on the news everyone was worried.

Cultivation theory
Roles of the media- media doesn't simply inject us, but cultivates particular beliefs/attitudes over time.
Effects on the audience-Heavy viewers are exposed to more violence and therefore are affected by the mean world syndrome.

Stuart Hall Reception Theory. - believes media reflects dominant ideologies which reinforce general agreed ideas. The encoding of a message is the production of the message. The decoding of a message is how an audience member is able to understand, and interpret the message.

Preferred- what media wants to portray
Negotiated- debating what media wants to portray
Oppositional- disagreeing with given topic

Polysemic- different meanings. Media covers different meanings.