Audience theory 2 - the effects debate
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?
The media may have some influence over anti-social behaviour and violence however there are many other factors like upbringing, maturity and others which have so much more influence. However excessive violent games cause children to become antisocial and encourages them to stay away from family and friends.
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 media makes it easier for other people to show their behaviour and their behaviour could have a bad influence on young people because of the lack of control over social media and the internet. Also the social media has been encouraging unrealistic exceptions which have cause the newer generations to lack in confidence, self esteem and gratitude.
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?
A moral panic could be the Paris terrorist attack which happened in November 2015. This create Islamophobia and the media was responsible for it.
Another moral panic was with the app 'talking Angela' where the media suggested that the app has access on the front camera and recorded data of young naive children..
4) Read this introduction to an academic paper on technopanics. What examples are given of technopanics that create fear in society?
The Russian app "FaceSwap" allowed many people to have their facial recognition phone system stolen for confidential details which could breach social security.
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 because the if the internet has no control there is no say on what the youth can be watching and this could have a dramatic influence over the generations.
However if the internet is regulated then the media may come out be biased because the government has influence over.
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.
Many people use the media everyday and most will not realised how the media maybe influencing their mindset because of how it becomes second nature to them. Also media which is violent can have influence
over the audience because they start viewing the world with aggression.
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1) Complete the questions in the first activity box (beginning with 'Do you play violent games? Are you violent in real life?')
1. Do you play violent video games and/or watch violent films? Are you violent in ‘real life’?
I used to play video games however I don't play them often now. I am not a violent person in real life.
2. Do you ever see a product advertised on TV or on the internet and decide you want to buy it?
No I rarely want to buy a product seen on adverts however sometimes i have felt encouraged.
3. Have you ever seen a documentary which has drawn your attention to an issue which you now feel strongly about?
Yes many times i have seen many documentary which encourage me to research about a issue.
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 was blamed for the murder of Jamie Bulger
4) What was the 1999 Columbine massacre? You may need to research this online in addition to the information on the factsheet.
5) What are the reasons listed on the fact sheet to possibly explain the Columbine High School massacre?
Listening to Marilyn Manson caused teenagers to open fire in a high school killing students and teachers or the ease of access to firearms and the social acceptance of gun ownership or the alienation felt by teenagers who felt as though they did not fit in or the hopelessness caused by living in an area where unemployment was high and was economically disadvantaged or the general desensitisation caused by access to a range of violent images: film, TV, the news, the internet#
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
7) What does the fact sheet suggest about action films and the values and ideologies that are reinforced with regards to violence?
The repetition of the simple values above makes them appear natural and the texts do not always encourage the audience to question the values presented.
8) What criticisms of direct effect theories are suggested in the factsheet?
Focuses on the fact that people respond differently to media texts and images and the environment we are in may be a part of that too.
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?
Time has has a huge influence over peoples attitude and values and what may have been accepted before as comedy decades ago, no longer is.
10) What examples are provided for Hall's theory of preferred, negotiated and oppositional readings?
• 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
The media may have some influence over anti-social behaviour and violence however there are many other factors like upbringing, maturity and others which have so much more influence. However excessive violent games cause children to become antisocial and encourages them to stay away from family and friends.
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 media makes it easier for other people to show their behaviour and their behaviour could have a bad influence on young people because of the lack of control over social media and the internet. Also the social media has been encouraging unrealistic exceptions which have cause the newer generations to lack in confidence, self esteem and gratitude.
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?
A moral panic could be the Paris terrorist attack which happened in November 2015. This create Islamophobia and the media was responsible for it.
Another moral panic was with the app 'talking Angela' where the media suggested that the app has access on the front camera and recorded data of young naive children..
4) Read this introduction to an academic paper on technopanics. What examples are given of technopanics that create fear in society?
The Russian app "FaceSwap" allowed many people to have their facial recognition phone system stolen for confidential details which could breach social security.
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 because the if the internet has no control there is no say on what the youth can be watching and this could have a dramatic influence over the generations.
However if the internet is regulated then the media may come out be biased because the government has influence over.
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.
Many people use the media everyday and most will not realised how the media maybe influencing their mindset because of how it becomes second nature to them. Also media which is violent can have influence
over the audience because they start viewing the world with aggression.
--------------------------------------------------------------------------------------------------------------------------------------
1) Complete the questions in the first activity box (beginning with 'Do you play violent games? Are you violent in real life?')
1. Do you play violent video games and/or watch violent films? Are you violent in ‘real life’?
I used to play video games however I don't play them often now. I am not a violent person in real life.
2. Do you ever see a product advertised on TV or on the internet and decide you want to buy it?
No I rarely want to buy a product seen on adverts however sometimes i have felt encouraged.
3. Have you ever seen a documentary which has drawn your attention to an issue which you now feel strongly about?
Yes many times i have seen many documentary which encourage me to research about a issue.
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 was blamed for the murder of Jamie Bulger
4) What was the 1999 Columbine massacre? You may need to research this online in addition to the information on the factsheet.
5) What are the reasons listed on the fact sheet to possibly explain the Columbine High School massacre?
Listening to Marilyn Manson caused teenagers to open fire in a high school killing students and teachers or the ease of access to firearms and the social acceptance of gun ownership or the alienation felt by teenagers who felt as though they did not fit in or the hopelessness caused by living in an area where unemployment was high and was economically disadvantaged or the general desensitisation caused by access to a range of violent images: film, TV, the news, the internet#
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
7) What does the fact sheet suggest about action films and the values and ideologies that are reinforced with regards to violence?
The repetition of the simple values above makes them appear natural and the texts do not always encourage the audience to question the values presented.
8) What criticisms of direct effect theories are suggested in the factsheet?
Focuses on the fact that people respond differently to media texts and images and the environment we are in may be a part of that too.
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?
Time has has a huge influence over peoples attitude and values and what may have been accepted before as comedy decades ago, no longer is.
10) What examples are provided for Hall's theory of preferred, negotiated and oppositional readings?
• 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
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