MDSA01H3 Study Guide - Final Guide: Opentext, Odel, Speech Community
Document Summary
Chapter 10: reception analysis: beginning was an excerpt from perks of being a wallflower , meant to show the personal meanings that individuals make of mass media texts in relation to their lived social systems and experiences. Dubbed the hypodermic needle approach, because of how the mass media. Weaknesses with this model: messages don"t mean the same to everyone and audiences don"t passively absorb any and all media messages: paul lazarsfeld proposed the two-step flow model, as a nuanced version of the hypodermic needle approach. This model states the existence of certain people in the audience that attended more carefully to media than others. Mass media messages would influence these people, who would then disseminate the info to secondary audiences. This theory was the first to begin thinking of audiences consciously consume media texts for their own ends, reworking textual meanings into their daily life. Audiences may use media as a means of escapism.
