Sociology
The media-themes model of media influence claims that:
audiences selectively interpret what they want to hear
content analysis is the best way to identify the themes covered by the media
audiences passively absorb whatever messages they are given
social interaction reinforces the ideas and images that audiences select
social interaction reinforces the ideas and images that audiences select
Fulcher & Scott identify three models of media influence. The media effects model portrays audiences as passive recipients of the dominant ideologies to which they are exposed. The active audience model suggests that people select what they want to see and hear, and so the media must cater to their tastes. The media themes model combines elements of both of the other models, claiming that audiences are presented with dominant messages but do not necessarily engage with them; their interpretations are also shaped by social interaction with peers and family. 368-369
social interaction reinforces the ideas and images that audiences select Fulcher & Scott identify three models of media influence. The media effects model portrays audiences as passive recipients of the dominant ideologies to which they are exposed. The active audience model suggests that people select what they want to see and hear, and so the media must cater to their tastes. The media themes model combines elements of both of the other models, claiming that audiences are presented with dominant messages but do not necessarily engage with them; their interpretations are also shaped by social interaction with peers and family. 368-369
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