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?

In my opinion, anti-social behaviour is mostly linked to real world issues such as bullying, domestic violence, poverty etc. However, the media has recently gained a more prominent influence on this type of behaviour. For example, the use of social media can be used to glamorise and expose people to anti-social behaviour and violence - for example if a celebrity (such as a rapper) is photographed smoking cigarettes, then it could influence younger people who look up to them to engage in such behaviours through the social learning theory. Some may argue that violent video games such Call of Duty & GTA can have a negative influence on young gamers though the cultivation theory, however I disagree with this as I believe that these video games are simply a fantasy and are not representations of real life. For example, acquiring weapons and using them effectively in video games is a much easier task compared doing the same thing in real life.

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.

Many Fashion trends have spread from influential models wearing clothing that becomes trendy - the strawberry dress is one example of this. Young and susceptible people usually want to be like the people they admire, so wearing the clothes they were is a good expression of this and represents the social learning theory. Although this specific type of social learning behaviour has existed before the internet, the use of online media has only made this behaviour more widespread and influential.

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?

In 1964, the Mods and Rockers would fight on the streets and beaches of Southern England, leading to widespread fear about ‘the youths’ undermining traditional values and law & order. According to Cohen, the widespread media panic about the Mods and Rockers clashes were exaggerated to sell newspapers. In effect, it was the media stirring up discord more than the fights which were sporadic, small, and generally far less consequential than football riots that were an ongoing part of British culture.

The War on Drugs is one of the most long-standing American moral panics. Starting in the 1970s and peaking in the late 80s and early 90s, this moral panic was weaponized by politicians such as Ronald Regan and Bill Clinton who raced to be ‘toughest on crime’. It is argued the war on drugs is a moral panic due to the exaggeration of the issue and hostility toward recreational drug users. This flowed through to punitive drug laws that led to decades-long imprisonment for minor offences. Looking at the real-world data, it appears drug use actually declined in the 1980s (Hawdon, 2001) while social fear of drugs ‘corrupting the youth’ continued to rise.

In 2021, widespread fear of the teaching of Critical Race Theory in American schools was promoted by conservative media working alongside Republican governed states. The left quickly identified this fear of CRT as a moral panic stirred up to try to find a wedge issue and break President Joe Biden’s high-ratings honeymoon period. In particular, substantive evidence that CRT was being taught below the university level was lacking. Furthermore, it’s questionable whether CRT is really a dangerous theory or simply a folk devil because it sounds scary. Here, we see a common theme in moral panic theory: accusations against conservative elements of the media for stirring up moral panic with accusations against liberals for downplay potentially serious social issues.

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.

5G

Vaccines

Violent video games

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

I personally believe that the answer to this question is yes and no. The internet is a free market of information and governments around the world (such as the CCP) have already implemented restrictions on many american sites (such as google) and sites that contain any slight threat to china's power. I believe that the internet is a powerful tool for free speech and governments in general should never restrict free speech, online or offline. However, some cenorship can be necessary for example to prevent terrorism and other illegal crimes to spread.

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.

Yes, the internet is creating a fearful population as the use of quick and easy accessible information has accelerated the rise of moral panics in society. I don't think we are becoming desensitised to online threats, trolling and abuse as people still take online threats seriously and there is more awareness around cyber bullying nowadays than there ever has been. I also think heavy internet use is something that we should be worried about in society as it can cause people to become disconnected from the real world.

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) I sometimes play violent video games but I am not violent in real life. 

2) Yes, I saw an advert for amazon prime once and I bought it

3) Yes, I watched a documentary about climate change and now I understand the importance of preventing global warming.

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? 

Some texts which have been blamed for specific events:

• Child’s Play – The murder of Jamie Bulger

• Marilyn Manson – The Columbine High School shootings

• Natural Born Killers – a number of murders committed by

romantically linked couples. in one case, the director was sued

for inciting violence although the court

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

On April 20, 1999, a school shooting and attempted bombing occurred at Columbine High School in Columbine, Colorado, United States. The perpetrators, 12th grade students Eric Harris and Dylan Klebold, murdered 12 students and one teacher. 10 students were killed in the school library, where Harris and Klebold subsequently committed suicide. 21 additional people were injured by gunshots, and gunfire was also exchanged with the police. Another three people were injured trying to escape. At the time, it was the deadliest high school shooting in U.S. history.

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 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?

• Through repetition attitudes, ideas and values may become

normalised or naturalised; they are accepted rather than

considered

• Through repetition the audience may become desensitised

towards negative and/or violent representations

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

The repetition of the simple values above makes them appear natural and the texts do not always encourage the audience to question the values presented. Essentially violence is supported in action films as a method for the
hero to reach his goal. The only difference between him and the villain is that we agree with the hero’s motivations.

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

Although cultivation theory goes beyond a simple ‘cause and effect’ approach to audience effects, 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. The individual nature of the members of the audience is not taken into account. This theory identifies the media as being a negative influence but does not consider forms of ‘high art’ in the same way. Some of Shakespeare’s plays are extremely violent but are not seen to be a problem whereas games and television programmes are open to criticism.

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?

Although cultivation theory goes beyond a simple ‘cause and effect’ approach to audience effects, 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. The individual nature of the members of the audience is not taken into account. This theory identifies the media as being a negative influence but does not consider forms of ‘high art’ in the same way. Some of Shakespeare’s plays are extremely violent but are not seen to be a problem whereas games and television programmes are open to criticism.

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

The dominant reading - an acceptance of the intended meaning

The negotiated reading - a broad acceptance of the intended meaning but with some personal modification

The oppositional reading - an understanding of the intended meaning but a rejection of it in favour of one created by the individual