Audience theory 2: blog tasks

 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?

Watching violent shows or games can make people more aggressive, this means the media is a reason but not the main reason.

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 learning theory is important today because of the internet. Young people learn behaviours from social media.

For example, challenges on TikTok can lead to risky actions. If they see an influencer doing something dangerous, they might copy it. Online bullying can also spread when people see it happening and will think that it’s normal 

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?

Here are three examples of moral panic:

1. Satanic Panic (1980s-1990s): People feared satanic cults abusing kids. The media spread false claims, leading to wrongful convictions.

2. Video Game Violence (1990s-2000s): Concerns grew that violent games caused real violence.But now games have ratings and controls.

3. Internet and Social Media (2000s-present): Fears about cyberbullying and online dangers increased. Media coverage can exaggerate risks, leading to calls for better safety.

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.

Some examples of technopanics are child safety, digital privacy, and cybersecurity.

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

I think that the government can use regulations to an extent as they need to make sure that everything is appropriate for a website but still allow us to have a freedom of speech

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 believe that it is becoming a fearful population as it is mostly filmed with negativity, we are also becoming desensitised because we see crimes and think it’s a norm but I think there is no need of heavy internet usage 

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?')

I play violent video games but I am not violent I real life, also I don’t much see products on tv I want to buy and I have watched a documentary in something I am interested in and made me want to watch it

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? 

Columbine school shooting 

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

It was the deadliest school shooting that gained a lot of media attention because it was blamed on video games and a music rock artist 

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

The alienation felt by teenagers who felt as thoughthey did not fit in

The hopelessness caused by living in an area where unemployment was high and was economically

disadvantaged

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 focuses on how media influences attitudes instead of actual behavior. It views media as a component of our socialization, conveying what is considered acceptable attitudes, norms, and values within a culture. According to this theory, although a single media piece may not have a significant impact, continuous exposure to specific ideas and values can lead the audience to become less critical of those ideas, as they begin to seem 'normal.'

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

The situation becomes more complex when you take perspective into account. Is it justifiable for a villain to kill in order to safeguard his family? Is it permissible to resort to violence if someone poses a threat to a government that they believe is corrupt? Is it acceptable to steal from someone who has been aggressive toward you?

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

Oversimplification: These theories suggest that audiences are unresponsive and fail to critically analyze media content.

Lack of evidence: There is a lack of compelling, conclusive evidence demonstrating that media directly leads to violent behavior.

Audience diversity: Individuals perceive media in various ways, influenced by their distinct personal experiences, cultural backgrounds, and personal beliefs.

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?

Because it can be seen as offensive 

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

The dominant reading

 an acceptance of the intended meaning

 A negotiated reading

a broad acceptance of the intended meaning but with

some personal modification

An oppositional reading

an understanding of the intended meaning but a rejection

of it in favour of one created by the individual