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Criticism of the cultural effects approach 

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Criticism of the cultural effects approach 

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The research conducted by The Glasgow Media  Group suggests the idea that people now do not take everything the media says seriously (they understand that some things portrayed in media are fiction).

another aspect is that the way media is structured now is different to traditional media. for example, social media allows for people who consume certain media to communicate with each other which helps gain alternate sources of information. this can be linked to the post-modernist perspective which says that media has become more interactive and that media moves from points in a network.

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Group B: Jacob Morley's explanation on audience selection 

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Group B: Jacob Morley's explanation on audience selection 

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One related explanation put forward by David Morley was based on research in which he interviewed groups of people of similar backgrounds about how they responded to a television news and current affairs program. Morley found that different groups read the same program in different ways:
- in a dominant (hegemonic) reading, readers share the programme's code, which is its meaning, system of value, attitudes, beliefs and assumptions)
- in a negotiated reading, readers partly share the programme's code and broadly accept the preferred reading but modify it in a way that reflects their position and interests.
- in an oppositional (counter hegemonic) reading, readers do not share the programme's code and reject the preferred reading.

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Your target audience refers to the specific group of consumers most likely to want your product or service, and therefore, the group of people who should see your ad campaigns.Target audiences are formed from different groups, for example: adults, teens, children, mid-teens, preschoolers, men, or women. For Example, When the new Samsung releases it's mainly targeted at the higher class/rich people to buy it. At first, it starts as a want, then it becomes a need

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Group b  - conflicts of david morley’s research

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Group b  - conflicts of david morley’s research

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One of the biggest criticisms was that David Morley only looked at class, and didn’t really look at how age and ethnicity affected what media they would consume. This works well with news channels and current affairs programmes but it isn’t that useful for other genres.

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Cultural effects describe the cumulative effect of the media and its slow, progressive indoctrination of society

Feminist perspective:
- Describes the impact of women's poor portrayal and represantation in the media that directly influences society's perception of women such as exposure to sexist stereotypes in the media.

- They raise the concern of the magnanimity of the issue when there are no references to more accurate portrayal of women when there is a lack of alternative media which may mislead young men/boys

- An example of this could be boarding schools that are not co-ed

- However this could be critiqued as being too deterministic as they are under the assumption that society passively accepts media representation of women without objection. This also doesnt apply to modern industrial societies as schools are more co-ed and there are various sources of media available as well as more progressive attitudes towards women in the media.
- This could be linked to more equal societies being created

- The feminist perspective can be related to other units we have covered in sociology, name a few with explanation.

Education - Women in the media are lacking in represeantation in feilds related to STEM and more traditionally male dominated fields.
- Positive Descrimination
- Labelling Theory
- Self-fulfilling prophecy

Socail Inequality - In the workplace women are typically treated at a lower standard than men in terms of pay and relationships between coworkers etc.

Crime and Deviance - Women are not typically portrayed in the media as hard-shelled criminals, mostly because they are represented in the media as being very submissive and delicate. For example, there is a prevalence of documentaries and commentary on male serial killers and criminals.

The Family - In traditional families, parents conform to the traditional roles for each gender and indoctrinate these ideals into their children.

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Salman and Teena

definition- it refers to a group of people attending to a common media, it targets adults, teenagers, and children.

real-life examples- the newest model of the iPhone which would target the rich as it advertises it in a luxurious method by branding in a specific way to attract the desired audience

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what is Audience selection?
How the audience decides how they are affected by media.
Real life examples:-
- personalized ads on google/ media platforms
( When the audience interacts with a certain page the social media platform will track your likes and will show you more ads from that page)

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Real Life Application of Cultural Effects

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Real Life Application of Cultural Effects

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- Regina, Kirei-Na, Nishikant

- Cultural Effects is an approach that states that, unlike the Hypodermic Syringe explanation, media's effects and messages to society take a longer, slower reaction for society to internalize.
- For example, representation of gender in the media, if the media portrays women and men with certain stereotypes, this will steadily shape how people think of that gender.
- In addition, these cultural effects can also be applied to how people obtain cultural stereotypes, for instance, the stereotype in which all Asians eat with chopsticks.

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1. role of direct experience
2. use of logic
3. affiliation and sympathies
4. source of information