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ScotlandMediaQuick questions
The Role of Media
Quick questions on The impact of media - SQA Higher Media Question Paper 2
5short Q&A pairs drawn directly from our worked dot-point answer. For full context and worked exam questions, read the parent dot-point page.
What are the case that media influences audiences?Show answer
There is a strong case for media influence. Repeated representations can normalise a view of a group or issue; agenda-setting means the media shapes which issues audiences see as important; and the reach of dominant platforms and texts gives some messages enormous circulation. Discussing this side means using examples and explaining the mechanism by which influence works, connected to the key aspects of representation and society.
What is the case for the active audience?Show answer
The opposing case is that audiences are not passive receivers. They bring their own context and take preferred, negotiated or oppositional readings, so the same text affects different people differently. Attitudes and behaviour are also shaped by family, peers, education and direct experience, not media alone. Discussing this side means recognising the limits of media influence and supporting the point with the idea of the active audience.
What is q1?Show answer
What does a question phrased "the extent to which the media influences audiences" require? [2 marks]
What is q2?Show answer
What is agenda-setting? [2 marks]
What is q3?Show answer
How do ownership and regulation pull in different directions on influence? [2 marks]
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