Class 5: Considering the public and media effects

After concentrating on the production of news texts so far in the course, this week we turned our attention to their reception and consumption by audiences and publics. We started with a discussion about violent video games and the effects they might have: opinion was divided but most people thought that other factors (such as home background or upbringing) would also help define how games changed behaviour.

We then talked about two different models of the public: a 'deficit model' which was used in the more traditional PUS movement, and the public as active. Drawing on Wynne's 1991 paper (the set reading for this week), we described the importance of context in how science is recieved. These models will affect how we 'do' communication; we'll be talking more about that in a couple of weeks time.

Finally we talked briefly about effects research and the difficulties of doing it. The media may well be powerful but it's very hard to establish a causal connection between what's in the news and our attitudes, beliefs and knowledge. If anyone's interested further, you should check out McQuail (316.77 MAC on level 5 of Central Library).

If anyone's still having trouble accessing WebCT, you need to contact IC service desk (service.desk@imperial.ac.uk).

Your assignments should be back with you in two weeks time (the 20th).

And - by the way - the picture is of an empty vessel. Like the deficit model of the public...