The effects model:
- The consumptions of media has an effect or influence.
- This is a negative effect.
- The audience is passive and cannot prevent the influence.
- Power lies with the message of the text. (Disney Films- Shrek)
Hypodermic Model:
- The messages in media are injected into the media, by a syringe like media.
- The audience us powerless to resist.
- The media works like a drug and the audience is drugged, addicted.
- The Bobo doll experiment, Childs Play- Jamie Buldger.
Uses and Gratifications Model:
- The audience is active they use the text for there own gratification and pleasure.
- Audience is free to reject, use or play with media meanings as they see fit.
No comments:
Post a Comment