Media Influence

Introduction

Although this Unit of work can be tricky for many year 12 students, I often feel it's easiest to break it down into the following areas of study:

• Why we study Media Influence?
• Positive & Negative Influence
• Active & Passive Audiences
• Communication Models
• Communication Theories
• Media Regulation
• Case Studies

Key Knowledge

• Communication theories and models and their application to media forms and texts
• Theories of audience, their relationship with communication theories and models, and application to media forms and texts
• Arguments and evidence about media influence on audiences and the broader society
• Arguments surrounding the rationale for and regulation of the media
• Appropriate media language and terminology.

Key Skills

• Identify, compare and contrast communication theories and models
• Apply communication theories and models to media forms and texts
• Substantiate arguments about media influence
• Discuss the relationship between audiences and media forms and texts
• Analyse the rationale for and argument about the regulation of the media
• Use and apply appropriate media language and terminology.

Influencers - 60 Minutes

Sentence stems….

Debates about the media’s power to influence mass audiences have resulted in the development of a number of communication theories and/or models…

Media and its exposure to the world has grown a considerable amount. Communication theories have also been developed as a consequence, to try and explain the effect that the media has on its audience. These theories state that the audience is either active or passive…

Media has become a major part of our lives. A majority of people have access to these technologies. As a consequence, people are bombarded with thousands of different messages. Some argue that this easy and excessive exposure to media texts controls and influences its passive audience. However, others believe an audience will actively consume whatever they need to satisfy themselves. These varied opinions have resulted in the development of theories and models, to try and explain this alleged influence…

Media influence is believed to have a very real and often detrimental role in society today. There have been many issues associated with this topic, but one which often arises, is the notion of the media being a negative influence on body image…

Some media theorists see audiences as individuals who fully and actively create their own understandings and meanings of media texts within the context of their own daily lives…

As a democratic nation, Australia generally upholds the principles of free press and media, freedom of speech and freedom of expression. Despite these general principles ‘media content’ in Australia continues to be regulated in a variety of ways…

Media theorists describe mass media audiences as active or passive when exposed to media texts…

Those who argue for media regulation generally believe that media content has some effect on audiences’ attitudes towards racism, sexism, violence, drug use, coarse language and political views…

Some people claim that media forms and/or texts can have a range of influences on individuals and society…

Researchers and analysts differ as to how much effect the media has on audience attitudes and behaviour. They also draw on different communication theories and models to explain the effect that they claim the media has on its audience…

At different times the media has been criticised as being the cause of many social problems in society. Increased crime and violence is often related to the influence of the media, as is the level of unemployment, drug use and other issues of moral or social concern…