Original PromptIndirect effects models of media influence, including the uses and gratification model, the two-step flow model, the normative model and the cultural effects model
The indirect effects models suggest that the media have few, if any, direct effects, but rather messages are spread indirectly. Although messages originate with media producers, they are received by an audience in two ways:
• directly, such as personally viewing a news broadcast
• indirectly, through interaction with those who directl...
This teacher guide outlines a comprehensive lesson on the topic of indirect media influence, designed for a duration of 30-45 minutes. It emphasizes interactive discussions and includes preparations for scenario cards to introduce the concept. Key materials needed for the lesson consist of student handouts, PEEL framework worksheets, media examples, and discussion prompts. The learning targets focus on identifying indirect media influences, applying the PEEL framework to media analysis, and contrasting direct versus indirect models. The guide also discusses various theoretical models, including the Two-Step Flow Model, Uses and Gratifications Model, Cultural Effects Models, and more, highlighting how media messages can be reshaped as they pass through social networks. Activities like group mapping of media uses and sharing findings are included to engage students in critical analysis and understanding of how media affects audiences.