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Uses and gratifications model
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Quiz Questions In pairs use the higher order question
stems to construct questions on the 3 models of media effects we have looked at so far:
Hypodermic syringe model 2 fold model Cultural effects model
Write them onto your worksheet and decide how many marks are available for each questionMUST 1
from eachSHOULD 2 from each
COULD 3 from each
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Uses and gratifications model
What do you think this theory is about?
T-P-S
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Uses and gratifications model In general the hypodermic, 2 fold and
cultural effects models see the media, to a greater or lesser extent, to have control over what people think and the way they behave.
The uses and gratifications model is very different
It looks at how people use the media as opposed to how the media influences people
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Stand up
The uses and gratifications model starts with the view that media audiences are thinking, active and creative human beings
They actively use the media in various ways for their own pleasures and interests – gratifications
Change of emphasis from the various ways the media influence and manipulate people to an emphasis on the way audiences use the media
THINKING ACTIVE CREATIVE
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Uses and gratifications modelMedia audiences are not: passive robots who are easily
manipulated led by the opinions of leaders moulded over time by the routine
process of constant exposure to the dominant ideology
They use the media in a variety of ways....
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How do we use the media1 minute to note down as many ways
as you can
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Lull 1990
Leisure Entertainment Relaxation Personal relationships &
companionship Explore and confirm own identities
interests & values Keep up with the news and current
affairs
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Uses and gratifications model This variety of uses for the media which provides
a range of pleasures, shows that people make conscious choices, select and interpret the media.
They choose what they watch on TV or read in the newspapers and magazines and use them for an array of needs which they decide.
The effects of the media are likely to be different in each case, depending on what people are using the media for.
We can’t assume that the uses and effects of the media – even the exact same piece of media will be the same in every case
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Just 3 minutes
Read over what you have written and select 10 key words
Note them down Using only these words in your
groups talk for 3 minutes on the uses and gratifications model of media effects
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Strengths & weaknesses
What are the strengths & weaknesses of this approach?
TPS
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Dictogloss
Listen to me read through the text outlining the S/W’s of this model
Note down up to 7 key terms from each section
Tear your paper into 4 strips In groups of 4 rewrite the strengths
& weakness on the flip chart paper Compare your text to the original
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Mini Mind Maps
On your orange card create 4 mind maps summarising the information on each of the 4 models of media effects we have looked at
Outline Strengths Weaknesses
Use both sides of your card
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Question construction
Now reflect upon today’s model and write at least 1 more question on the uses and gratifications model
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Homework due
Critically assess the pluralist view of the mass media’ (33 marks)
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Lesson 3 violence & the media
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Lesson 4 – Essay Feedback And revision for Monday’s timed essays
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Essay FB
Critically assess the pluralist view of the mass media’ (33 marks)
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Grades
A – 26 B - 23 C - 20 D - 16 E - 13
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Comments
Complete your student comment section of your essay
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Read through your essay and summarise each couple of sentences into one word
Use those words to explain your essay to your partner
It will not be word perfect but use connectives such as ....