Audience theory 2

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 agree with this to a point, as it makes people increasingly aware of violence and anti-social behaviours. However, it doesn't reflect in statistics as violent crime has been decreasing. Therefore there can be no real correlation between the two.

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.

There are increasing arguments for video games and television influencing children into becoming violent, much like the social learning theory.

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?

-Micheal Jackson being blacklisted- Justified because of questionable practices with children, unjustified because musically the man was a genius.
-Immigrants- Completely unutterably justified.
-marilyn manson- Was used as a scapegoat by people because they needed someone to blame after the columbine shooting. 

4) Read this introduction to an academic paper on technopanics. What examples are given of technopanics that create fear in society?

Child Safety, Digital Privacy, Cybersecurity

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

The internet should have overarching rules that follow basic morality (such as no child pornography, no doxxing, ect). This would help crack down on the sites where protection of the vulnerable isn't their upmost concern. However, this would be almost impossible to govern, There would have to be an agreement between all countries, and there would be nothing stopping them from perhaps taking the censorship further.   

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.

Instinctively, my inclination is to say absolutely. People who use the internet more often seem to me more desensitized to violence. However, this does not necessarily spell the end of humanity as we're perhaps the most accepting and least violent generations to exist so far. Old people love fear.

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. Remember, you can't access these at home so make sure you save the factsheet to a USB/Google Drive or email it to yourself so you can complete the work at home.

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?')

Do you play violent video games and/or watch violent films? Are you violent in ‘real life’?

I sometimes play violent video games, quite often watch violent films. I like to think I'm not violent at all.

Do you ever see a product advertised on TV or on the internet and decide you want to buy it?

One time I saw an advert for Philadelphia cream cheese on TV and went out that day to buy some. I don't especially notice an influence over my behaviour usually but it must work if they have adverts everywhere.


Have you ever seen a documentary which has drawn your attention to an issue which you now feel strongly about?

Carnage by Simon Amstell made me stop drinking milk.

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? 

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 Columbine massacre was the biggest school shooting to have happened at that time. 

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

-Easy access to firearms
-Alienation of teenagers
-high unemployment causing tension
-General desensitization caused by easier access to violent images
-Marylin Manson lyrics 

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


-Through repetition attitudes, ideas and values may become
normalised or naturalised; they are accepted rather than
considered

-Through repetition the audience may become desensitised
towards negative and/or violent representations

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

Violence is only acceptable if it's agreed the intent is good.

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

It's very patronising to the audience, giving them little credit.

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 subject of the sitcom seems racist and outdated to new viewers. 

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

The Sun and The Guardian