_________ says that media do not influence the audience in any meaningful manner.
(A) Revivalism
(B) New revivalism
(C) Orientalism
(D) New revisionism
Correct Ans: (D)
Explanation:
New revisionism claims that media does not influence the audience in any meaningful way. This theory pushes back against earlier ideas that portrayed media as a powerful force that shaped thoughts, behaviors, and opinions. Instead, new revisionists argue that people actively interpret media content and remain largely unaffected by it.
This viewpoint emerged as a response to overgeneralized claims made in earlier media theories—especially the hypodermic needle model, which suggested media injected ideas directly into passive audiences. New revisionism flips that idea by saying audiences are not blank slates. Instead, they have agency, prior knowledge, and the ability to resist media messages.
Supporters of new revisionism point to research showing that media effects are often weak, inconsistent, or short-lived. They argue that people’s social environments—like family, peers, and personal beliefs—have a stronger influence than media. So, even when media tries to persuade or shape opinion, most people interpret it through their own filters.
Now let’s review the other options. Revivalism refers to the return of older beliefs or practices—often religious or cultural—not a media theory. New revivalism might sound similar, but it relates to renewing past ideologies, not analyzing media effects. Orientalism, introduced by Edward Said, critiques how Western media and literature represent the East in biased or stereotyped ways. Although it’s a media-related concept, it doesn’t fit the context of media influence on audiences.
Therefore, only new revisionism fits the question perfectly. It minimizes the power of media and emphasizes the strength of audience interpretation. This theory also aligns with more modern ideas of active audiences in media reception studies.
In short, new revisionism suggests that media lacks real power to shape audience thinking in any deep or consistent way. It views people not as victims of media, but as independent interpreters who often reject or reinterpret what they see and hear.
