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 believe that for those over the age of 12 social medi can no longer be held responsible for this as your now old enough to be in control of your own actions but if your under the age of 10 and are continuously viewing violent media it may have a long lasting effect

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. 

slt is relevent as children of younger and younger ages are being on the internet their behavour is shaped by what they see.

James bulger (1999) during the court case for two 10 year olds who killed a 2 year old they said the idea was given by childs play 3 which highlights learnt behavuour from the film 

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?

• online predators and cyberbullying became a major societal concern. Platforms like MySpace, Facebook, and later TikTok were often portrayed as dangerous spaces where children could be groomed or bullied. While these dangers are real in some cases, exaggerated media coverage and public fears led to a moral panic, with some advocating for heavy censorship or monitoring of online platforms. 

• violent video games like Doom, Mortal Kombat, and Grand Theft Auto were blamed for desensitizing youth and inciting violent behavior. Politicians and media outlets claimed that these games corrupted morals and glorified violence, despite studies showing no definitive link between playing violent games and committing violent acts. The debate continues, though the panic has diminished in intensity over the years.

• Satanic Panic was a widespread fear in the United States and other parts of the world that satanic cults were performing ritual abuse, particularly targeting children. This panic was fueled by sensationalized media reports, books like Michelle Remembers, and unsubstantiated claims during court cases. Daycare centers were often accused of harboring satanic practices, leading to wrongful convictions and lasting psychological harm. The panic was later debunked, revealing no substantial evidence to support these claims.

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.

• Social Media and Mental Health: Concerns about platforms like Instagram, Facebook, and TikTok harming mental health, especially in teenagers, due to issues like cyberbullying, body image pressures, and addiction.

• Artificial Intelligence and Automation: Fears about AI replacing human jobs, violating privacy, and potentially becoming uncontrollable or dangerous.

• Video Games and Violence: The belief that violent video games desensitize players and incite aggression, especially among young people.

• Smartphones and Screen Time: Concerns that excessive screen time is negatively impacting attention spans, social skills, and overall well-being, especially among children.

• Internet Predators: Widespread fear that children are at constant risk of exploitation online through chatrooms, gaming platforms, or social networks.

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

yes i think it should be regulated, generation alpha are raised on the internet and its not that hard to find disturbing and horrific attrocities on there so they should be protected 

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.
Gerbner's Cultivation Theory suggests the internet can shape how we see the world. Constant exposure to scary content fosters fear, while repeated trolling and abuse may desensitize us. Heavy use worsens these effects, normalizing harmful behavior and impacting mental health and trust.

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?')

• i play violent games sometimes but im not violent
• i dont watch horror films but i do listen to true crime
• id say i could listen to music with violent lyrics but i focus ore on the melody of the songs so id hardly notice it media doesnt inheritely make you violent

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

• Direct Effects Theories: Suggests media has a powerful and immediate influence on audiences.
• Indirect Effects Theories: Argues that media effects are mediated by other factors such as social environment and individual psychology.
• Uses and Gratifications Theory: Focuses on how audiences actively use media for their own purposes and needs.
• Reception Theory: Explores how audiences interpret media texts differently based on their cultural background, experiences, and context.

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

• The 1999 Columbine High School massacre: Violent video games and music were cited as potential influences on the perpetrators.
• Teen suicide cases: Certain music or films have been accused of encouraging suicidal behavior.
• Moral panics around violent films and video games, such as Grand Theft Auto or Natural Born Killers.

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 massacre was a school shooting that occurred on April 20, 1999, in Littleton, Colorado, USA. Two students, Eric Harris and Dylan Klebold, killed 13 people and injured over 20 others before taking their own lives. The attack was meticulously planned and carried out, and it sparked widespread debates about gun control, bullying, and the influence of violent media, such as video games (Doom) and music (Marilyn Manson), on youth behavior.

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

Media Influence: Violent video games and music were blamed for desensitizing the shooters to violence.

Bullying and Social Isolation: Harris and Klebold were reportedly bullied and felt alienated from their peers.

Access to Firearms: The ease with which the perpetrators acquired weapons played a role.

Psychological Factors: The mental health issues of the shooters were also considered significant.

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

focusing on the long-term effects of media exposure. It argues that repeated exposure to certain types of media content, such as violence, can shape an audience’s perceptions of reality. For example, heavy viewers of violent media may perceive the world as more dangerous than it actually is, leading to a phenomenon Gerbner calls the "Mean World Syndrome."

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

action films often glorify violence by portraying it as a justifiable means to resolve conflicts. These films frequently reinforce ideologies such as:

• The belief in "heroic violence," where the protagonist uses force for a noble cause.
• The normalization of violent retribution as a form of justice.
• Gender stereotypes, often showing male characters as dominant and violent, while sidelining female characters.

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

Oversimplification: These theories assume audiences are passive and ignore the complexity of human behavior.

Lack of Evidence: There is limited empirical evidence to prove that consuming violent media directly causes violent behavior.

Ignores Social Context: Factors such as upbringing, social environment, and individual psychology are more influential than media consumption alone.

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?

The sitcom Love Thy Neighbour featured racist humor and stereotypes that were considered acceptable in the 1970s but are now widely regarded as offensive. This shift in perception highlights Reception Theory, which suggests that audiences interpret media differently depending on their cultural and historical context. Modern audiences view the show as promoting harmful ideologies, while some 1970s viewers may have seen it as lighthearted entertainment.

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

Preferred Reading: A patriotic war film is seen as a celebration of heroism and sacrifice.

Negotiated Reading: Audiences enjoy the film but question its glorification of war.

Oppositional Reading: Viewers reject the film entirely, criticizing it as propaganda that trivializes the horrors of war.