audience theory 2 - effects debate

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 has a role in some people's anti-social behaviour and violence, but i agree with the criticism of the social learning theory that it is to simplified when there are many factors that contribute to anti-social behaviour and violence that the social learning theory ignores.

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 when social media has a huge impact on people's day to day lives. I agree that young people are learning fro behaviour they see on social media and the internet.
For example, if someone starts a trend on social media you will soon see it go viral and everyone imitating it.

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?

An example of moral panic that was caused by President Donald Trump was the 90 day travel/Muslim ban on the 7 Muslim majority countries . This led to a moral panic and controversy which made people go out and protest for the refugees and protest against Donald Trump.
Another example of moral panic that Donald Trump was a part of was the Central Park 5- jogger case. Donald Trump spent $85,000 placing a full paid ad in four major newspapers that said "Bring back the death penalty.Bring back our police". This created a lot of debate, controversy and moral panic as many people thought the 5 boys were innocent and but some people thought they were guilty and were a threat to society, thus, spreading fear among many people.


4) What examples are given of technopanics that create fear in society

Some examples of technopanic are drugs and alcohol as they create fear in society when the media portrays the negatives and the risks. Another example is violent video games as the media portrays video games in a negative light, and this injects fear in the audience.

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

I agree to some extent that the government should be able to control what people access online. The main argument for this would be for the greater good and to ensure that people are not using the internet for dangerous or illegal reasons .However, i would also agree that it is a breach of people's privacy when the government knows what they are using the internet for.

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?

Gerbner's cultivation theory suggests that heavy viewers of the media are more exposed to violence and the harsh realities of the world and therefore are affected by the 'mean world syndrome'. Suggesting that because heavy media consumers are used to hearing about violence they become desensitised to some of these issues. I would agree that heavy internet use should be a concern in society as i believe there is truth to Gerbner's cultivation theory and that it can make people desensitised to situations . I also think that the internet is an easy way for people to troll, abuse and bully people which has created a negative stigma around social media.

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

Activity
I do not play violent video games often but i do occasionally. I don't think that i am violent.
Yes.
Yes

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? 

Marilyn Manson was blamed for the Columbine high school shooting because of his violent music.

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

At Columbine High School, Colorado, two teens went on a shooting spree on April 20, 1999, killing 13 people and wounding 20 others before turning their guns on themselves and committing suicide.The Columbine shooting was, at the time the worst high school shooting in U.S history and created a national debate on gun control and school safety.

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

Some may argue that this was a result of teenagers listening to Marilyn Manson's music, however, some also argued that it was because the teenagers felt alienated by other teens and felt like they did not fit in and the general desensitisation to violent images on film, TV,news and the internet.


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

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’.
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?

Action films all have some sort of violence but they are categorised into ,good violence, and ,bad violence'.
Good violence is used for the 'greater good'. Such as protecting a family member or stopping a criminal . Bad violence is used for financial gain/ fun, threatening weaker people, or the state/ government.]

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

I assumes that the audience are passive and that all members of the audience are the same and respond in similar ways.

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?

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 Sun and The Guardian may report things in the same way but media texts always have more than one reading included.