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Media models by Mind Map: Media models
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Media models

Hypodermic Syringe Model - 'The Magic Bullet Theory'

Packard is the theorist associated with this model. He first related this to advertisment but can be used in a wider context.

Marxists supports this model as they believe the media do send simple but powerful messages to the audience. They do this to help entrench their position in society.

Cultural Effects Model

This model suggests that while people are affected by media messages, much depends on the individuals in the audience.

Neo-Marxists believe that the media have a complex role in maintaing and influencing the audience. Also to get the audience consent it depends on their background which links to this model.

The Two Step Flow Model

Katz and Lazarsfeld identified this model and it is part of the indirect theories

Neo-Marxists like this model. Opinion leaders are often media professionals like journalists and editors which their theory has a greater emphasis on.

Selective Filter Model

Klapper is the primary sociologists who is related to the media.

Pluralists support this as it agrees with the view that the audience are more powerful than the messages to a large extent.

Uses and Gratification Model

Blumler and McQuail relate to this theory.

Pluralists and interpretists believe that the audience are more powerful than the media messages - Fiske - thus they support his model.