Audience theory 2 - the effects debate

 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 it plays a significant role but the media is not solely responsible. The more young people continue to socialise online and not in person, they will develop anti-social mannerisms   

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, young people are now learning behaviour from social media as the more they consume, the more they are convinced that what they see is the norm. This proves the social learning theory to be even more relevant and present in the digital age

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?

Folk devil is a person or group of people who are portrayed in folklore or the media as outsiders and deviant, and who are blamed for crimes or other sorts of social problems; see also: scapegoat.

1) HIV/AIDS - When homosexuality was linked to HIV/AIDS in the 1980's the media promoted the idea that members of the LGBT community were spreading HIV around the world. A folk devil was created as the role homosexuality played in the epidemic of HIV/AIDS therefore, leading to the moral panic

2) The war of terror - After 2001 terror attacks on September a folk devil culture was made out of  Muslims.Muslims generally faced more racism and George Bush identified this moral panic and attempted to reduce it by reaching out to Islamic communities and populations. The threat of Muslims to america was extremely exaggerated by the media as white right wing terrorism continues to be the biggest threat to US society

3)  Columbine High School Massacre - This moral panic did not involve mass shootings but revolved around goth culture and rockers like Marilyn Manson ( a famous rock artist and actor) There was even an ABC News 20/20 program about “The Goth Phenomenon” exploring how the shooters were into Goth music. This moral panic presented goth culture to be promoting degenerate qualities and depraving behaviour

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.

Online child safety, digital privacy, and cyber security. The paper also mentions that to an extent these concerns are valid

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

No, i feel that we all have the right to uncensored online access. If everything was controlled and moderated for us we could argue that it is an attempt by the government to promote their own political bias.

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 Gerbner's cultivation theory is the most relevant today with new and digital media. The news and media we see is all controlled by those with their own subconscious biases. For example Rupert Murdoch who owns a lot of news in the media has his own political bias and agenda so the news his channels present to audiences is inevitably spoiled with opinion

The effects debate: Media Factsheet

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 but i do watch violent action packed films. I'm not violent in real life
2. I do decide to buy things advertised to me 
3. I have seen documentary's about issues that draw my attention but i wouldn't say i feel strongly about them now

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? 

Marilyn Manson – The Columbine High School shootings

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

Mass shooting creating a moral panic towards goth and rock culture

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

• The ease of access to firearms and the social acceptance of gun ownership

•  The alienation felt by teenagers who felt as though they did not fit in

•  The hopelessness caused by living in an area where unemployment was high and was economically disadvantaged The general desensitization caused by access to 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.

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

The repetition of similar values and themes can be easily normalised and naturalised by the media and can encourage the same behaviour.

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

It assumes that the audience are passive and that all members of the audience group are the same and respond in similar ways.

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 has offensive and racist which is not taken lightly in society especially as everyone comes from different backgrounds with their own personal experiences 

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

Women with no interest in cars reading to top gear - Oppositional as they would not be interested in the show and would not understand the producers message

Religious audience readings to skins - oppositional because it goes against their values and their way if life as they would cinsider the acts in skins sinful

Teenagers readings to Question time- oppositional as they would consider it boring