13. Define and briefly explain the cultural effects model of media effects.
OCR
A Level
2020
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The Cultural Effects Model of Media Effects
This essay will define and briefly explain the cultural effects model of media effects, exploring its key features, critiques, and links to related sociological theories. It will examine the model's emphasis on indirect and long-term media influence, its relationship to neo-Marxism and interpretive sociology, and the impact of audience characteristics on media reception.
Defining the Cultural Effects Model
The cultural effects model posits that media has a significant and lasting influence on individuals and society. Unlike direct effects models that argue for immediate and observable effects, the cultural effects model emphasizes the indirect and cumulative impact of media over time. Media messages, through repeated exposure, shape cultural values, beliefs, and norms, ultimately influencing how individuals perceive the world and their place in it.
Indirect and Cumulative Media Effects
The cultural effects model embraces the concept of "drip-drip" media effects. This suggests that media messages, like water droplets, slowly and gradually shape individual perspectives and behaviours over time. Rather than immediate and overt changes, media messages accumulate and influence individuals through repeated exposure, contributing to a gradual shift in cultural understanding.
Links to Neo-Marxism and Hegemony
The cultural effects model draws heavily on neo-Marxist ideas, particularly those of Antonio Gramsci. Gramsci's concept of hegemony, which refers to the dominance of ruling class ideology in society, is central to the cultural effects model. Media, from this perspective, serves as a powerful tool for transmitting and reinforcing dominant ideologies, shaping public opinion and maintaining the status quo. The media, controlled by powerful interests, functions to maintain social control through a process of cultural conditioning.
Links to Interpretive Sociology
While sharing a concern with power structures, the cultural effects model can also be linked to interpretive sociology, which emphasizes the subjective meanings individuals attach to media messages. This perspective recognizes that audience members actively interpret and decode media content, shaping their understanding based on their own social experiences, values, and cultural background. While the media may present dominant interpretations, audience members are not passive recipients but actively engage with media messages, leading to a range of possible interpretations and responses.
The Impact of Audience Characteristics
The cultural effects model acknowledges that the effect of media messages varies according to the gender, social class, ethnicity, age, and other characteristics of the audience. Individuals with different backgrounds and experiences will bring different perspectives to media consumption, resulting in diverse interpretations and potential effects. This understanding emphasizes the need for a nuanced approach to media studies, recognizing the influence of social factors on media reception.
Dominant Perspective and Preferred Reading
The cultural effects model, while acknowledging the diversity of interpretations, highlights the concept of a "dominant perspective" or "preferred reading." This refers to the interpretation of media messages that aligns with the dominant ideology and power structures in society. Media producers often encode their messages with a preferred reading intended to reinforce existing social norms and values. While audience members may offer alternate interpretations, the dominant perspective often exerts a powerful influence, shaping how media content is interpreted and understood.
Greg Philo and the GUMG Studies
The work of Greg Philo and the Glasgow University Media Group (GUMG) provides significant evidence for the cultural effects model. Their studies, analyzing news coverage across various events, highlight the role of media in shaping public opinion and reinforcing social structures. By analyzing the selection and presentation of news, they demonstrate how media can serve as a tool for maintaining dominant narratives, even when these narratives may be biased or inaccurate.
Conclusion
The cultural effects model offers a powerful and compelling framework for understanding the influence of media in society. By emphasizing indirect and cumulative effects, linking to theories of hegemony, and acknowledging the role of audience characteristics, the model provides a sophisticated understanding of the complex interplay between media, culture, and individuals. While the model has been subject to critique, its insights remain significant in the contemporary media landscape, where media plays an increasingly pervasive role in shaping our understanding of the world.
The Cultural Effects Model: A Subtle Influence on Audience Reception
The cultural effects model presents a significant departure from the hypodermic syringe model's simplistic view of media influence. It argues that media effects are not direct or immediate but subtle, long-term, and shaped by various factors, including the audience's background and the broader socio-cultural context. This essay will delve into the intricacies of the cultural effects model, exploring its key features and illustrating its relevance through real-world examples.
Indirect Media Effects: A "Drip-Drip" Approach
Central to the cultural effects model is the notion of indirect media effects. Unlike the hypodermic syringe model, which posits a direct causal link between media messages and audience behavior, this model suggests that media influence is gradual and cumulative. It operates through a "drip-drip" effect, where prolonged exposure to certain representations and ideologies can subtly shape audience perceptions and attitudes.
Neo-Marxism, Hegemony, and the Reinforcement of Dominant Ideologies
The cultural effects model finds resonance with neo-Marxist perspectives, particularly the concept of hegemony developed by Antonio Gramsci. Gramsci argued that the ruling class maintains its dominance not just through coercion but through ideological control disseminated through institutions like the media. The cultural effects model suggests that by consistently presenting certain viewpoints as natural and common sense, the media reinforces dominant ideologies, often reflecting the perspectives of powerful groups in society.
Interpretive Sociology: Decoding Media Messages Through Individual Lenses
Drawing from interpretive sociology, the cultural effects model acknowledges the active role of the audience in decoding media messages. It recognizes that the meaning derived from media content is not fixed but is constructed through the lens of individual experiences, beliefs, and social backgrounds. Factors such as gender, social class, ethnicity, and age significantly influence how audiences interpret and respond to media messages.
Dominant Perspective and Preferred Reading: Shaping Audience Interpretation
While the cultural effects model acknowledges audience agency, it also recognizes that media messages often present a dominant or preferred reading. This refers to the intended meaning embedded by media producers, often reflecting societal norms or the interests of dominant groups. For instance, a news report on a particular social issue might subtly favor a particular political stance, influencing how audiences perceive the issue.
Greg Philo and the GUMG Studies: Exemplifying Cultural Effects
The work of Greg Philo and the Glasgow University Media Group (GUMG) provides compelling evidence for the cultural effects model. Their studies on media coverage of industrial disputes found that even when audiences held pre-existing views, prolonged exposure to biased reporting could subtly shift their opinions towards the dominant perspective presented by the media. This highlights the subtle, yet powerful influence of media in shaping public opinion over time.
Conclusion: A Nuanced Understanding of Media Influence
In conclusion, the cultural effects model offers a more nuanced and realistic understanding of media influence compared to the simplistic notions of direct effects. It recognizes the complex interplay between media messages, audience interpretation, and the broader socio-cultural context. By emphasizing the subtle, long-term, and culturally mediated nature of media effects, this model provides valuable insights into the pervasive influence of media in shaping our perceptions of the world around us.
Free Mark Scheme Extracts
The Cultural Effects Model
• Indirect media effects
• "Drip-drip" model
• Links with neo-Marxism / Gramsci / Hegemony
• Links with interpretive sociology
• The effect of media messages will vary according to the gender, social class, ethnicity and age of the audience
• Reflect dominant perspective / preferred reading
• Greg Philo and the GUMG studies