OCR A-Level Sociology H580
Introducing Socialisation, Culture and Identity
Families and RelationshipsComponent 01
Youth SubculturesComponent 01
MediaComponent 01
Research Methods and Researching Social Inequalities
Understanding Social Inequalities
Globalisation and the Digital Social World
Crime and DevianceComponent 03
EducationComponent 03
Religion, Belief and FaithComponent 03
Media
Active audience models, deviance amplification and moral panics
- 3 things to know
- Component 01
Overview
Recall questions on the active audience, Blumler and McQuail's uses and gratifications model, Klapper's selective filtering, deviance amplification, Cohen's moral panics and folk devils in his study of the Mods and Rockers, moral panics as self-fulfilling prophecies, Hall on the mugging panic, and McRobbie and Thornton's critique.
What you need to know
Answer each one before you reveal it.
What does the uses and gratifications model argue?
What is selective filtering?
Questions from this subtopic
Each one with the model answer underneath.
- 1
What is an active audience?
Model answer
An active audience is one that selects, interprets and puts media content to its own uses, rather than passively absorbing whatever it is given.
- 2
What does the uses and gratifications model argue?
Model answer
Blumler and McQuail argued that audiences consciously choose media to satisfy their own needs, so the real question is what people do with the media rather than what the media do to people.
- 3
Name the four uses and gratifications that audiences seek from the media.
Model answer
Diversion or escape from routine, personal relationships in the form of companionship and conversation, personal identity through comparing one's own life with what is shown, and surveillance or information about the world.
- 4
A student watches a soap opera mainly so she has something to discuss with friends at college. Which gratification is she seeking?
Model answer
She is seeking personal relationships, since the programme supplies both a sense of companionship and shared material for conversation.
- 5
What is selective filtering?
Model answer
Klapper's idea that audiences absorb only what fits their existing outlook, through selective exposure to some content, selective perception of its meaning and selective retention of what suits them.
- 6
Give one criticism of the uses and gratifications model.
Model answer
It exaggerates audience freedom, because the range of content people can choose from is set by media producers, and Marxists add that the needs being satisfied are themselves created by the media.
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