Media Theory Of Mass Media

1812 Words 8 Pages
The powerful effects paradigm suggests that the mass media has a direct causal effect on its audience member. In comparison with the other paradigms, powerful effects is considerably simplistic as it suggests that the effects of different media outlets are often unavoidable and that any consumer of this outlets will be affected to a large degree. CONTEXT – Wetham (95) This solidified the idea that the media were the responsible party for many of the ills of society. Many of the studies under this paradigm worked on a micro-level and the research was conducted under unrealistic environments, for example the . The Bobo doll study. This involved exposing children to violent behaviour towards The Hypodermic Needle Theory, developed by DeFleur and …show more content…
This looks at the effects of media on a macro level, focusing on public opinion , media-systems and content. It asks what the ideological impact of media on society might be. The shift to this paradigm rides primarily on its anti-positivist approach, one which that human nature is conducted by different means to the principles which govern the natural, scientific world. This paradigm was far more ethnographic and the 'death of the author and the “birth of the reader” in media studies. Curran suggest a “reconceptualisation of the audience as an active producer of meaning”. This focus on the agency of audience 's is further emphasised in post-marxist cultural, socio-linguistic and semiological studies that state meaning is mobile and look to the way in which the media is interpreted.Stuart Hall 's encoding and decoding model is particularly relevant, the idea that the audience has the capability of readinf the media in different ways, polysemicaly, primarily through the dominant, negotiated or the oppositional reading. This theory was later expanded on by modern media scholars and sociologists, who suggest that audience actively decode messages in the media based on a “matrix of influences” as opposed to being limited to predetermined meanings. Mcquail was another significant theorist who worked on the users and gratifications theory seen in the new effects paradigm …show more content…
It has examined the claim that the article makes and has deconstucted and critiqued it in order to conclude upon which paradigm it fits under. However, according to T.Kuhn, “paradigm shifts peridodically occur in the human knowledge” (MAKE SURE TO MENTION HIM EARLY ON SO AS NOT TO INTRODUCE ANYTHING NEW.), that is paradigms are not explicitly concrete and move with the times as they are upsated, the latest paradigm is still not perfect and in order for something to be labelled paradigm, it never will be. Paradigms are not solid and neither are the media effects claims that draw upon them. The Harry Potter article, while it does primarily fit into the Powerful effects, it does draw upon all four paradigms taking a position where all four paradigms are relevant to varying extents. However as with paradimgs, readings of both media texts and media effects claims can be debated, while this is one perspective on the article , it can be argued proving that media can be decoded in a variety of ways. It is not only important to hace agency in reading media texts, but also claims about the media too as every claim or reading of any sort is

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