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 believe that social media is partially responsible for the act of violent behaviour portrayed by children. Many kids browse the internet and many different platforms where they are exposed to a variety of content where they learn and copy people actions due to their un developed brain. 

    
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.

In the digital age, technology and social media has evolved where everyone can asses whatever they need. Young people are able to learn violent behaviours from platforms such as TikTok where many people perform dangerous stunts or commit violent acts. These are easily learned by young kids who don't know right from wrong performing these actions and not understanding the consequences.

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?

Three moral panics could be: Immigrants, Religion and different countries at war.

The media usually exaggerates there moral panics to a large extent where fake news or propaganda is used to support this. This leads to a large population hatting against these moral panics as they are seen as a threat to their society. Through the years, these moral panics have not changed and continue to grow through the support of the media.

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.

It provides examples like how  convince citizens that  threats to individual or social well-being may be avoided only if specific steps are taken. It also writes how some of these  panics are intense public, political, and academic responses to media or technologies, especially by the young.  In the extreme, they result in regulation or censorship. That has not stopped some from suggesting there are reasons to be

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

I think the internet should be regulated to an extent where people are able to express their own opinions with others whilst not seeing or spreading false news or discriminating against others. The government shouldn't have to control what we access on the internet but instead people themselves should have some sort of restriction when online.

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.

When people watch TV they are usually a passive audience however nowadays people are more likely to me active and have their own ideas and opinions regarding certain matters. Being influence by what you watch on TV  can be a good thing where you are able to develop your on ideas and perceptions on life. However, this can also be dangerous as it can cause people to be so focused and keen on their own opinions that they almost become defensive and unapproachable when talking about a subject. These strong beliefs and ideologies can cause a large population to become less aware of online threats as they are becoming heavy viewers who are more exposed to violence. This brings in the Mean world syndrome where these now heavy viewers are against our world and life itself that they discriminate the world and its surrounding.

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?')

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

I sometimes play violent videogames that include weapons and powers they are intended to kill the other player but this doesn't mean i am violent in real life.

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

If i am interested in the product or if i need it then yes i would want to buy it.

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

I do watch a few documentaries, I think blue planet may be one that i feel strongly about as I want to protect our environment and the animals in it.

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

Direct effect theory, 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? 

The example provided is Childs play, Marilyn Manson, Natural born killer.

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

The 1999 massacre is a columbine high school shooting in Littleton where two kids went on a shooting spree. They were able to kill 13 people and wounded more than 20 others before committing suicide. At the time it was s the worst high school shooting in the US which prompted national debate on gun control and school safety as well as a major investigation towards the motive of the gunmen.

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

o The ease of access to firearms and the social

acceptance of gun ownership

o The alienation felt by teenagers who felt as though

they did not fit in

o The hopelessness caused by living in an area where

unemployment was high and was economically

disadvantaged

o The general desensitisation caused by access to a

range of violent

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

It describes how the media affects attitudes rather than the behaviour portrayed by individuals. Repetitively exposed to certain ideas and values may make the audience less critical on the ideas presented as normal.

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

It subjects that violence for a good reason is acceptable and that violence for a bad  reason should be punished for. It also raised questions like Is it good if a villain kills someone to

protect his family? Is it acceptable to act violently if someone threatens a state they think is corrupt? It also show how violence is supported in action films as a method for the hero to reach their goal.

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

Criticisms of direct effect theory is having 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. It also shows the media as a negative influence  due to the violence.

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?

It appears at racist and offensive to wide range of audience as times have changed and so have peoples values. This tells us the change in reception theory where this media has changed how audience create meaning through themselves as a person.

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

The examples provided are:

Preferred- an acceptance of the intended meaning

Negational- a broad acceptance of the intended meaning but with

some personal modification

Oppositional- an understanding of the intended meaning but a rejection

of it in favour of one created by the individual