Accumulation Theory
The view
that the impact of any one message on any specific person may be minimal, but
consistent, persistent, and corroborated (between media) messages result in
minor changes among audiences that gradually add up over time to produce
significant changes in society or culture.
Propositions
1. The
mass media begin to focus their attention on and transmit messages about a
specific topic (some problem, situation, or issue).
2. Over
an extended period, they continue to do so in a relatively consistent and persistent
way and their presentations corroborate each other.
3.
Individual members of the public increasingly become aware of these messages
and, on a person-by-person basis, a growing comprehension develops of the
interpretations of the topic presented by the media.
4.
Increasing comprehension of the messages regarding the topic supplied by the
media begins to form (or modify) the meanings, beliefs, and attitudes that
serve as guides to behaviour for members of the audience.
5. Thus,
minor individual-by-individual changes accumulate and new beliefs and attitudes
slowly emerge to provide significant changes in forms of appropriate behaviour
related to the topic.
Uses & Gratifications Theory
The
concept that an individual chooses which media products that they consume based
upon their preferences and how they use the media. This means that people will
not be susceptible to the gradual implications of change because they can
choose to ignore that piece of media or take information from other media products
to challenge the consistent and persistent view.
Applying to the Topic
Originally
disabilities were viewed as something socially wrong rather than a genetic product.
It may be that the media has changed this view as over the years disability has
been treated with significantly more respect and regard. The first theory
argues this, stating that gradual exposure to those hwo are disabled has
allowed for an overall shift in views. The latter, however, argues that people
have the opportunity to choose which media they use and how they use it, thus
media has not caused an overall shift in view.
