Audience Theory 2

Theory questions and your opinion

1) Social learning theory has been criticised for simplifying the causes of violence in society

  I think the media is partially  responsible for anti-social behaviour and violence especially in young children and teens as there are harmful things on the internet that they could be exposed to due to the lack of regulation. However, the media is also used to excuse the actions of people and often dismiss the fact that people have free will and can act on their own impulses. A person's actions could also be a result of their experiences and not the media.

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 still relevant in the digital age as there has been an increase in influencers online. Some say young people are very impressionable and feel the need to fit in. Therefore they will mimic the appearance of influencers online in order to feel accepted in society.

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?

War on terror

After the 2001 terrorist attacks on September 11, a folk devil was made out of Muslims. While Islamic extremism represented a negligible percentage of the Islamic population in the United States, Muslims more generally faced significant racism. They had become the ‘folk devil’ of the early 2000s. George Bush, the president at the time, identified this moral panic and attempted to dampen it with public outreach to Islamic populations.Nevertheless, media panic ensued. The threat of Muslims to American culture and society was extremely exaggerated (white right-wing terrorism remains the greatest threat to US society).

Disappearing Childhood

Postman argued that children are becoming adults too fast. Primarily, he put blame on visual media such as television which give children access to adult knowledge before they could even read. Since, we’ve had sporadic moral panics about children’s exposure to inappropriate content on the internet and new media. Fears about media corrupting childhood have always occurred.

Tide Pods

Between 2013 and 2018, an internet challenge of teenagers eating tide pods (a laundry detergent) led to widespread media and political scrutiny. It led to the New York legislature introducing a bill to ban the detergents (it never passed) and Facebook and YouTube removing as many videos of the 'tide pod challenge' This rose to the levels of moral panic, particularly because more children die from choking on other household goods including batteries. Since, we’ve had sporadic moral panics about children’s exposure to inappropriate content on internet. Fears about media corrupting childhood have always occurred.

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.

Such anxiety appeals are regularly seen in the context of internet policy and frequently take the form of a full-fledged moral or technological panic. These panics are strong reactions from the general public, the political establishment, and academia to the emerging media and technology, especially among the young.

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

Yes, i think the internet should be regulated as there are many harmful things online which a child could be exposed to. This could be extremely damaging to a young child. There is also a large amount of malware online that needs to checked.

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 people are becoming desensitised to online threats and trolling. This is because some people, who are often described as "chronically online", seek enjoyment and thrill from 'dragging' and doxxing people on platforms such as twitter. Especially with the increase in cancel culture,there has been a drastic increase in online trolling.  

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?') Yes, i play some violent video games such as call of duty and fortnite but i would not describe myself as a violent person.

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

1. diffusion theories

2. the pluralist approaches

3. indirect effect theories 

4. the direct effect theories 

3) What are the examples provided for the hypodermic needle theory - where media texts have been blamed for certain events? 

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

On 20th in 1999 at Columbine High School fifth period was under way for most students, while others lined up at the cafeteria as the lunch hour neared. Art teacher Patricia Nielson stood in a hallway near sixteen-year-old Brian Anderson when they heard several loud pops.  

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

access to violent video games and images

access to weapons such as guns

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

cultivation theory suggests that tv viewing can have long term gradual significant effects on the audiences attitude and beliefs rather than behaviour. The often the media is repeated the more  it is normalised amongst the audience.

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

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 economically disadvantaged. The general desensitisation caused by access to a range of violent images.

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

 Critics see both these direct theories as 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. 

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?

Love thy Neighbour may appear as racist and offensive to the modern-day viewer. As times have changed, so have people's views on what is seen as funny, which is why what as seen as funny in Love thy Neighbour is no longer seen as that.

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

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