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?

The media could be very influential in making people commit violent actions and it shows how people can be copying or imitating the same actions they see on the thing that they are consuming whether it is a newspaper or a video game.

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.

Young people are more likely to be influenced by the media as they are more exposed to it rather than older people as they do not really feel as comfortable around social media as young people. They could be influenced via a tweet from a celebrity or politician due to their vulnerability. 

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?

Ebola outbreak - different countries covered the news in various ways. American countries portrayed the issue as a very difficult virus to control. Various measures are now in place to prevent another outbreak.

ISIS uprising- more people developed a sense of Islamophobia creating negative stigmas of certain races. The leader is now dead.


2008 economy crisis- banks were in debt and people were freaking out about their money in the banks. The media helped edcalete this as their main effected audience watched the news. More funding was started.


4) Read this introduction to an academic paper on technopanics. What examples are given of technopanics that create fear in society?

The Russian app FaceSwap saw many people have their facial recognition being stolen for confidential details which could breach social security.

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

No because then people won't have the freedom to express themselves. It could lead to a suppression of freedom if speech which isn't good for the public. The industries have no control of who views their material as there is not age lock. In that sense, people and the internet should be regulated.

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.

I think the more someone becomes addicted to media, the more they don't see dangers in a particular context as a threat. They develop and build an imaginary atmosphere around them which makes them less aware of the threats around them. This could lead to the other extreme which is the 'mean world syndrome' which bases the individuals mindset off everything negative about the world they live in. A true cynic.
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’?

Yes I do. I play Modern Warfare and other RPG games which includes violence. I am not violent in real life however as I know how to control myself in public. This does not make me any more angrier, it makes me more stress relived as i can take my anger out on something rater than bottle it in.

2. Do you ever see a product advertised on TV or on the internet and decide you want to buy it?

No because it never really caters towards my niche taste in products which means i am a select few that the ads don't cater to.

3. Have you ever seen a documentary which has drawn your attention to an issue which you now feel strongly about?

Not as such.

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? 

The Columbine High School shootings, the music or videos in this case influenced the shootings as the lyrics incited the murder of over 15 children.

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

When two teenage boys shot children inside school and then it was blamed on Marylin Manson, an artist who sang about murder and homicide.

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.

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.

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

These theories acknowledge that the media may affect people but
focuses on the fact that people respond differently to media texts
and images and the environment we are in may be a part of that too.

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

They are made like that so that the audience don't get confused.

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?

It features a lot of racist and ofensive views which would be deemed in today's society as unspeakable. Peoples attitudes towards 

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

Reception theory tries to bear in mind that audience members are
all individuals. This can be seen as a strength of the theory as it
attempts to take personal differences into account rather than
generalise as to how the media affects us all in the same way.