CMN 1160 Lecture Notes - Lecture 5: Hypodermic Needle Model, Cultivation Theory, Personal Identity

• School: University of Ottawa
• Department: Communication
• Course: CMN 1160
• Professor: Daniel Pare

Document Summary

Cultivation theory (the more tv ppl watch, the more negative we see the world around it) Two step flow model- direct vs limited effects perspective. Media is hostage to the audience because audience is not passive. Audiences use content for their own gratification and pleasure. Analyze and look at all the reasons why we are consuming media. Frankfurt school- media integrates audiences into the capitalist system. Theodore adorno- cant separate media form environment from which it exsists, media systems exist in capitalist structure which has implications for the content which is produced- crituqie of mass media. People are being shaped into not pushing for change in a capitalist social environment, they accept the environment they live in. Look at western context, prior to 1960s, most of what was made was necessities. 1920s- focus on producing things we need shifts to consumer goods, if youre producing consumer goods, you want to sell them, create demand.