Audience theory 2

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 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?

The media can influence antisocial behaviour to an extent however individual and societal influences are more important 


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.

Yes young people are now learning from social media, for example tiktok challenges promoting dangerous acts 

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?

The media amplified fear and panic during the 9/11 attacks, as a result people were more prone to blame a certain demographic for problems.



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.

Examples include gaming addiction fears, AI job threats, and online misinformation causing panic.



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

The internet should be regulated to an extent e.g to prevent cybercrimes however freedom of speech 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 says media can shape how people see the world. The internet might make people more scared by showing lots of bad news, scams, or violence. At the same time, we are getting used to trolling and online abuse, so it doesn’t shock us anymore. Heavy internet use can also cause stress, make people feel unsafe, or spread false ideas. This is why we should think about how much time we spend online and what we believe.




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?')

No I do not feel violent from playing video games, I rarely buy items that I see advertised and I feel strongly about topics I watch documentaries about.

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

Direct effect theories
Diffusion effect 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? 

Childs play- The death of Jamie bulger
Marylin manson- Columbine Shootings
Natural born killers- A series of murders made by a couple and in one case the director was sued.
 


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

The Columbine massacre was a 1999 school shooting in the U.S. where two students killed 13 people.



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

Violent video games, access to weapons, and mental health issues 

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

viewers cultivate television information by integrating it into their perceptions of real world phenomena


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

Action films promote violence as a way to solve problems and reinforce ideas of heroism and power, where the main character is a “hero” who is praised for using violence 




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

effect theories oversimplify human behavior and ignore personal, social, and cultural factors.




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 is now seen as racist and offensive to viewers, which shows how views change over time

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

audiences agreeing, partly agreeing, or opposing a media text’s message based on their hviews or how they’re influencers 

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