Audience Theory 2 - blog tasks

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 is as the social learning theory shows clear evidence on how it does.

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.

I think it’s still relevant. E.g. you can learn to work hard in real life from seeing people online being like that.

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?

1 - Gun Violence - Online games and shows that feature gun violence - I think that societies panic for this was justified and their panic resulted in harsher gun laws

2 - Homosexuality - More people coming out as homosexual - I think societies panic was unjustified and unfair but eventually this panic settled and now homosexuality is more acceptable

3 - AI - The rise of AI recently - I think societies panic was right as there are a lot of jobs being replaced by AI and crimes. Due to this, there have been restrictions on AI.

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.

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

I think the government should regulate the internet as anyone can do whatever they want, similar to real life

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 that the internet is creating a fearful population as anyone can spread false but understandably scary content. However, it could be argued that we are becoming  desensitised to content like this as we see it so frequently.

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?')

1) Yes I watch violent films but I'm not violent

2) Yes

3) No

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 for 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.

The 1999 Columbine massacre was a school shooting and attempted bombing that happened in Columbine High School.

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

Teenagers listening to Marilyn Manson and guns being widely available in America.

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

It says that the theory considers how media texts effect audiences 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?

If its acceptable if a villain kills someone to protect his family.

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

That they are too simple.

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 often created humour from racism which would be controversial now. This tells us that the reception theory is true as the sitcoms intent was to create a humorous show but we don't perceptive it as that which also shows how audiences create meaning.

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

The Sun (newpaper) as producers do provide us facts but it up to the audience to decode it and to understand the meaning.

( Potential readings can, therefore, be:

• 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 )