MIGRAIN- Audience Theory 2

MIGRAIN- Audience theory 2

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 the media is responsible for anti-social behaviour and violence. Children who excessively play video games becoming addicted to it resulting in them playing the games for hours. This not only increases the chances of anti-social behaviour (them not physically socialising with family and friends etc.), but also increases their chances of being aggressive towards others. Another important distinction  relates to the types of violence displayed on the media. Most of the effects of media violence relate to the development, over-learning and reinforcement of aggression-related knowledge structures, including hostile attribution bias, aggressive actions against others, expectations of violence, positive attitudes towards violence and the belief that violence is acceptable and appropriate to solve problems.

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.

The social learning theory is relevant in the digital age as being humans, it is in our nature and natural instinct to learn from one another. Therefore, using the social learning theory which suggests that people learn from one another, via observation, imitation and modelling, it can be argued that this theory is relevant in the digital age because the purpose of a video game or a TV Show is to be visual and interactive and so as young people in today's day and age become more attracted to playing video games, they learn behaviour from the video game, For example, if the child plays a violent game, then they tend to mirror the actions and movements of the game into reality. Another example is when an individual sees someone on the internet and feel influenced by them, they change themselves in order to be just like them.
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?

Moral Panic occurs when someone or something is defined by the media as a threat to society. One example is  
4) Read this introduction to an academic paper on technopanics. What examples are given of technopanics that create fear in society?

One example of technopanics that create fear in society 5) Do you think the internet should be regulated? Should the government try and control what we can access online?

I believe that the internet should be regulated in order to ensure that appropriate sites are being watched. The government should try to control what we can access online as there have been a number of cases where young children have been watching movies over their age rating and also playing inappropriate games. This in turn affects the way these children behave towards others. 
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.

The internet is creating a fearful population as there are billions and billions of people on the media today being influenced by others. We can apply Gerbner's cultivation theory to new and digital media as he suggests that TV viewing can have long term, gradual but significant effects on the audience's attitudes and beliefs. This means that the internet has a way of it's own to manipulate and change the way people think. We are becoming more and more desensitised to online threats as these have increased rapidly. More and more people are being affected by online threats and in worse case scenarios, death. Online threats effect one's mental and physical health and so makes them feel inferior and down about themselves. Due to the heavy use of the internet, people are forgetting about what really matters: spending time with your loved ones and getting some physical exercise as well as socialising with others face to face rather than socialising through social media.

Media Factsheet 030:

1) Complete the questions in the first activity box (beginning with 'Do you play violent games? Are you violent in real life?')

1. Do you play violent video games and/or watch violent films? Are you violent in ‘real life’? 
I do not play violent games such as Call of Duty/ Modern Warfare. However, from time to time I do watch violent movies. I am not a violent person in 'real life' as i tend not to watch many violent sources of media.
2. Do you ever see a product advertised on TV or on the internet and decide you want to buy it? 
Yes, Sometimes I see products being advertised on TV and think to myself, I really want it.
3. Have you ever seen a documentary which has drawn your attention to an issue which you now feel strongly about?
Yes, I have watched many crime documentaries which have really caught my attention and also documentaries about endangered animals as I really wish to help these animals who are dying everyday in the hands of humans.
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? 

• 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 case was later dismissed.

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

The Columbine High School shootings occurred due to a complex relationship between:

•  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

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?

This theory considers the way the media affects attitudes rather than behaviour. The media is seen as part of our socialisation process, communicating ‘appropriate’ attitudes and the norms and values of the culture. According to this theory, while any one media text does not have too much effect, repeated exposure to certain ideas and values may make the audience less critical of the ideas presented as they appear ‘normal’.

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


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.

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?

A very popular sitcom in the 1970s called Love Thy Neighbour appears to many modern viewers, racist and offensive. Times have changed and so have people’s attitudes and values. What was acceptable as the topic for comedy some decades ago, no longer is.

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