Audience theory two

 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?

I think media isn't fully responsible for anti-social behaviour because Bandura found that people don't always copy behaviour presented to them so media is unlikely to be the only reason for anti-social behaviour. 

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.

Yes some people are learning behaviour from social media such as following trends or just learning information from influencers . 

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?
The killer clowns, satanic panic and moral panic over video games. The majority of the concern was unjustified because the media fed an audience misinformation to create more panic around theses topics and to gain more profit.

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.
Child Safety, digital privacy and cyber security.

5) Do you think the internet should be regulated? Should the government try and control what we can access online?
I think it should be somewhat regulated for children but mostly unregulated for adults with warnings before viewing something that could be disturbing or just unwanted. 

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.

I think the mean world syndrome still applies to new media as most news outlets focus on the negative parts of society to gain more money. I also think we could be becoming more desensitised to online threats and trolling however, it is also becoming more spoken about and known which is useful to help those that are being abused online. Heavy internet use is something to worry about because it removes more real human interaction but it is also helpful to connect to people far away, learn about new things ect.  

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?')

- Yes I do sometimes play violent games and watch violent movies but I am not violent in real life.

- I've seen things advertised and wanted to buy it but never actually have.

- No because I don't usually watch documentaries.

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

Direct effect theories, diffusion theories, indirect effect theories and the pluralistic approach.

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

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. in one case, the director was sued for inciting violence although the court case was later dismissed.

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

The was a school shooting done by one of the students there and Marilyn Manson was blamed because the student was known to listen to his music.

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

Marilyn Manson was made to be the reason behind the shooting.

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

This 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 does not 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 suggests that in films the usual ideology they follow is that violence for a good reason is good and violence for a bad reason must be punished.

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

This theory is largely discredited as it makes simplified judgements about the audience.

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?

Love Thy Neighbour appears to many modern viewers, racist and offensive. Times have changed and so have people’s attitudes and values. What was acceptable as the topic for comedy some decades ago, no longer is.