Thursday, 3 February 2022

Bandura( (1963)

Bandura (1963) showed that we learn aggressive behaviour from the people we observe. This means that the people around us could be said to be responsible for our aggression This can be dangerous as aggressive people may not take responsibility for their actions
Use and gratification theory
  • Surveillance/ Education – gives us information about what is going on around us and what we are interested in.

  • Entertainment/Escapism/Diversion – provides the opportunity for enjoyment, relaxation and distraction.

  • Personal Identity – Some audiences like ti watch or read media texts because they can compare their life experience with those represented in it.  Enjoyment can be a result of seeing similar representation or feeling that we are better.

  • Personal Relationships/ Social Interaction – People use the media to form relationships with others (we talk to our friends about the media but we also follow the characters/ people in the media). Social media can now spark an immediate reaction.

 

The two- step flow model of communication says that most people form their opinions under the influence of ‘opinion leaders’ – people who we view as experts or more knowledgeable than us. This would include social media influences. These opinion leaders are in turn influenced by mass media (and nowadays often work for/ with media producers.


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