Audience theory 2: blog tasks

 Theory questions and your opinion

1) Social learning theory has been criticised for simplifying the causes of violence in society. Do you think the media is responsible for anti-social behaviour and violence?

Yes, I think the media is responsible for anti-social behaviour and violence because the producers know that some of their media products would be shown or exposed to younger aged audiences and if they want their product to gain more audiences, they should be producing a media that is suitable for both adults and younger audiences.

2) How is social learning theory relevant in the digital age? Are young people now learning behaviour from social media and the internet? Give examples.

Social learning theory is relevant in the digital age due to audiences learning through virtual interactions and observing. Young people are now learning behaviour from social media and internet such as celebrities influencing fans with their own preferences such as how to revise or do their make-up.

3) Research three examples of moral panic from the last 50 years. To what extent was the media responsible for these moral panics? Was the concern in society justified? How have things changed as a result of these moral panics?

3 examples:

-Concerns over video games and violence (1970). The media acted as the primary agent constructing and sustaining the panic. This was not justified. 

-"War on Drugs" (1970s - present). The media was responsible as it was a primary driver and was racially biased and using exaggerated stories. It was not justified. 

-Surrounding the internet and pornography (1990s - 2000s). The media acted as a primary driver in exaggerating and amplifying public concerns. This moral panic was argued justified to protect minorities.

4) Read this introduction to an academic paper on technopanics. What examples are given of technopanics that create fear in society? If the link is blocked in school, you can access the text here.

The examples given of technopanics that create fear in society are the rise of young audiences using media or technologies.

5) Do you think the internet should be regulated? Should the government try and control what we can access online?

The internet should be regulated as more and more young audiences are using the internet which could lead to unpleasant learning to unpleasant behaviours. The government should try and control what audiences can access online as in the future it could affect how the audiences act and could probably affect their mindset.

6) Apply Gerbner's cultivation theory to new and digital media. Is the internet creating a fearful population? Are we becoming desensitised to online threats, trolling and abuse? Is heavy internet use something we should be worried about in society? Write a paragraph discussing these ideas.

The internet is creating a fearful population as more people are being exposed to it and are using it. I don't think we are becoming desensitised to online threats, trolling and abuse because I think more people are getting more sensitive, especially when using social media as they use it more frequently and is getting more trendy. This could connote that audiences might think that the social media is their reality and that they should focus on what is happening in the media. Heavy internet use is something we should be worried about in society as more audiences rely on social media as well as the internet, where audiences such as students use the internet to do their homework or to gain knowledge from. In addition, heavy internet usage allows audiences to end up not being able to socialise in society such as their peers and they get more and more addicted to it as most people in the society uses the internet heavily. They also use the internet to socialise using texts or comments which could lead to risks as they meet new individuals that they're not close with or that they don't even know. 

The effects debate: Media Factsheet

Complete the following tasks using Media Factsheet 030 - The Effects Debate available on the Media Shared drive. You'll find it in our Media Factsheet archive: M:\Resources\A Level\Media Factsheets. You can also access it via your school Google login here.

Read Media Factsheet 030 - Media and Audiences -The Effects Debate and answer the following questions:

1) Complete the questions in the first activity box (beginning with 'Do you play violent games? Are you violent in real life?')

1. I don't play video games and I am not violent in real life.

2.Yes

3.No

2) What are the four categories for different effects theories?

-Direct Effect Theories

-Diffusion Theories

-Indirect Effect Theories

-The Pluralist Approach

3) What are the examples provided for the hypodermic needle theory - where media texts have been blamed for certain events? 

For example, if someone watches violence, it will make them behave violently or accept violent behaviour.

-Child’s Play – The murder of Jamie Bulger

-Marilyn Manson – The Columbine High School shootings

-Natural Born Killers – a number of murders committed by romantically linked couples.

4) What was the 1999 Columbine massacre? You may need to research this online in addition to the information on the factsheet.

This was a Highschool massacre where there was school shooting and attempted bombing in April 1999. Two senior students killed 12 fellow students and one teacher, and injured 23 others. Both students committed suicide in the school's library after.

5) What are the reasons listed on the factsheet to possibly explain the Columbine High School massacre?

The reasons that are listed that could possibly explain the Columbine High school massacre are: the general desensitisation caused by access to a range of violent images: film, TV and the internet and the alienation of teenagers where they felt as though they did not fit in.

6) How does the factsheet describe Gerbner's Cultivation theory?

Gerbner's cultivation theory considers the way the media affects attitudes rather than behaviour. The media is seen as part of our socialisation process, communicating 'appropriate' attitudes and the norms and values of the culture. According to this theory, while any one media text doesn't have too much effect, repeated exposure to certain ideas and values may make the audience less critical of the ideas presented as they appear 'normal'.

7) What does the factsheet suggest about action films and the values and ideologies that are reinforced with regards to violence?

It suggest that repetition of simple values and ideologies in films that audiences see frequently makes it seem like it's natural, where the audiences doesn't question the values presented to them. The violence in action films are used as a method for the hero to gain victory.

8) What criticisms of direct effect theories are suggested in the factsheet?

There is an elitist element suggesting a judgement is being made about the mass audience as they are assumed to be easily led and not perceptive or self-aware. Also, the individual nature of the members of the audience are not taken into account.

9) Why might the 1970s sitcom Love Thy Neighbour be considered so controversial today? What does this tell us about Reception theory and how audiences create meanings?

The sitcom Love Thy Neighbour is considered to be controversial today for its handling of racism and stereotypes. This tells us Reception theory focuses on the idea that audiences are not passive but active and could interpret messages differently. 

10) What examples are provided for Hall's theory of preferred, negotiated and oppositional readings?

The Sun and Guardian Newspapers as they both encode different facts and views but however it is based on the audiences' understanding and how they decode the message set by the producers.

Potential readings can, therefore, be:

• The dominant reading

o an acceptance of the intended meaning

• A negotiated reading

o a broad acceptance of the intended meaning but with some personal modification

• An oppositional reading

o an understanding of the intended meaning but a rejection of it in favour of one created by the individual