Newspapers - The Daily Mail and The Guardian

The Daily Mail
11th November 2017 

The Guardian

11th November 2017 

Media Effects - Bandura

• The media can influence people directly by media modelling 
• Empirical evidence best supports direct influence rather than alternative models such as the Two Step Flow Theory
• Newspapers are seen as reliable and truthful sources of information by the public, leading them to Belize and be influenced by most of the articles published. Consumers may be influenced directly e.g. representations of aggressive behaviour can lead to imitation

Reception Theory - Stuart Hall

• Audiences will have a dominant reading, negotiated reading or oppositional reading to the newspapers and the messages they are conveying
• Some consumers may be directly influenced by this media text (dominant). Other consumers may not agree with the information that is being published, therefore applying their own experiences to make it fit in with their personal lives (negotiated). Others may just dismiss the ideas and messages all together (oppositional).