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 question MUST 1 from each SHOULD 2 from each COULD 3 from each

What do you think this theory is about? T-P-S

 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

 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 THINKINGACTIVECREATIVE

Media 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....

1 minute to note down as many ways as you can

 Leisure  Entertainment  Relaxation  Personal relationships & companionship  Explore and confirm own identities interests & values  Keep up with the news and current affairs

 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

 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

 What are the strengths & weaknesses of this approach? TPS

 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

 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

 Now reflect upon today’s model and write at least 1 more question on the uses and gratifications model

Critically assess the pluralist view of the mass media’ (33 marks)

 Critically assess the pluralist view of the mass media’ (33 marks)

 A – 26  B - 23  C - 20  D - 16  E - 13

 Complete your student comment section of your essay

 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....