4.3+Media+Influence

=Media influence=

This area of study focuses on an analysis of media influence. Students explore the complexity of the relationship between the media, its audiences and the wider community in terms of the nature and extent of the media’s influence. Students examine arguments and evidence arising from a range of historical and contemporary developments that offer a range of perspectives about the nature, characteristics and extent of media influence on individuals and society at large. Theories of media influence and communication models are underpinned by academic approaches, including the political economy model, the effects tradition and the cultural studies model. Over time these theories have become increasingly sophisticated as they seek to explain the complexities in the relationships between the media and its audiences. Audiences are central to the construction and dissemination of media products. They are active in media consumption and increasingly involved in media creation and distribution. Developments in media technologies, forms and texts and the changes that result in terms of the construction, distribution, consumption and regulation of media products have fundamentally changed the relationship between the media and its audiences. Students examine the nature and extent of media influence in the light of these developments. The media is subject to regulation including government, industry and self-regulation on production, distribution, content and reception. Codes of conduct and regulations may define standards, set limitations or place ethical parameters on the media. Students consider the rationale for, and arguments about, such controls when discussing issues of media influence. = = =Theories=

Media teacher, Brett Lamb, has kindly produced short You Tube clips summarising some of the Media Communication theories and models we have looked at. Click on this link to view his contributions: [|Brett Lamb's Media in Minutes]

Click on the individual links to go straight to the video [|Hypodermic Needle Theory]

[|Two Step Flow Theory]

[|Agenda Setting Function Theory]

[|Reinforcement Theory]

=Regulation=