2. The Effects Model
Also known as the hypodermic syringe model.
Theorises about what the media does to its
audience.
3. The Effects Model
Uses terminology such as ‘mass media’ and
‘mass communication’, this emphasises the
size.
4. The Effects Model
This theory implies that the media’s implied
meaning is injected into a single mass
audience.
This gives the potential for the audience to be
duped or taken in.
5. The Effects Model
Grebner and Gross (1976)
Researched audience in the USA
Stated that the more tv watched, the viewers
had a more fearful attitude to the world outside
home.
Blamed programmes such as America’s Most
Wanted, real life crime dramas and media
exaggeration of events and people such as
terrorism.
6. Stuart Hall –
Encoding/Decoding
Dominant Reading
Viewer recognises the preferred or
offered meaning and broadly agrees with
it.
7. Stuart Hall –
Encoding/Decoding
Oppositional Reading
The dominant reading is recognised but
rejected for cultural, political or
ideological reasons.
8. Stuart Hall –
Encoding/Decoding
Negotiated Reading
The reader accepts, rejects or refines
elements of the programme in light of
previously held views.
9. Stuart Hall – Encoding/Decoding
Dominant – ‘flag waving patriot who responds
to George Bush’s latest speech’.
Oppositional – ‘the pacifist who understands
the speech but rejects it’.
Negotiated – ‘the viewer who agrees with the
need for a response to Sept. 11th but doesn’t
agree to the military means announced’.
Taken from ‘The Media Student’s Book’
