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?

Arguably, the media isn't entirely at fault or anti-social behaviour and less so violence. This is due to the media also promoting content which goes against this and highlights the negatives of actions such as those. despite this the media is also at fault for being an introduction to behaviours such as that in which would result in a younger audience seeing it in which they would not have the common knowledge to not believe everything seen in  the media. Therefore younger generations could emulate anti-social behaviour such as graffiti, drug use, consumption of alcohol and more. 

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, social media theory is still relevant in the digital age due to the way things are being presented in the media as young people are still susceptible to a lot in he media in which would result in them emulating acts which may be positive or negative such as crime, violence, robbery or having a good influence.

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?#

A moral panic is a feeling of fear spread among many people that some evil threatens the well-being of society. As this is moral panic, the media has a significant share over the moral panic due to it being the main source that the public are discovering the panic. One case of moral panic is the fear of paedophiles using children's video games to take advantage of children in which the media would be responsible for the publicity of the game.

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.

Fear is an extremely powerful motivational force. In public policy debates, appeals to fear are often used in an attempt to sway opinion or bolster the case for action. Such appeals are used to convince citizens that  threats to individual or social well-being may be avoided only if specific steps are taken.

Fear is an extremely powerful motivational force. In public policy debates, appeals to fear are often used in an attempt to sway opinion or bolster the case for action. Such appeals are used to convince citizens that  threats to individual or social well-being may be avoided only if specific steps are taken.

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

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 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?')

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

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

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

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

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

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?

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?

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