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?

Social learning theory suggests we learn behaviours by observing others, and the media is often blamed for promoting violence, especially in TV shows, films, and video games. While violent content can influence some people, it's overly simplistic to say the media is solely responsible. Other factors, like family, peer pressure, and personal experiences, play a significant role. 

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.

Social learning theory is still relevant today, as young people learn behaviour from influencers and peers on platforms like Instagram, TikTok, and YouTube. Online behaviour is often reinforced by likes and comments, encouraging imitation. Trends, both positive (like beauty standards) and negative (such as harmful challenges), spread quickly. So yes, social learning theory is still relevant in the digital age.

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?

1. Satanic Panic (1980s-90s): Media reports about Satanic ritual abuse caused widespread fear, but it was eventually shown to be mostly baseless, leading to a social overreaction.

2. Violence in Video Games (1990s-2000s): After violent events, there was panic over video games like Mortal Kombat, though research didn’t support a link between games and real-world violence. This led to stricter age ratings.

3. The War on Drugs (1980s-Present): Media coverage of crack cocaine raised fears of moral decline, leading to harsh policies that disproportionately impacted minority communities. The panic wasn’t entirely unjustified, but it led to crimes happening more frequently.

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.

Technopanics involve exaggerated fears about the negative effects of new technologies, such as:

- Loss of privacy through smartphones,

- Addiction to gaming and social media,

- The impact of cyberbullying on mental health.

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

The internet offers many benefits but also presents risks, such as misinformation and online abuse. Some regulation is needed to protect users, especially vulnerable groups. However, too much control could limit free speech and innovation. A balanced approach is necessary to ensure safety while maintaining freedom.

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 that prolonged media exposure shapes viewers' perceptions of reality. In the digital age, the internet can increase fear through sensationalist news and online abuse, or desensitize users to these dangers. To mitigate these psychological effects, society needs to focus on educating people about responsible internet use.

The effects debate: Media Fact sheet

Complete the following tasks using Media Fact sheet#'/ 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 don't play violent games, but I believe playing violent games doesn't automatically lead to violent behavior. Violent games may influence some individuals, but this depends on various factors, such as upbringing and personal circumstances. I think media should be regulated to some extent to prevent harmful content from affecting vulnerable people, but overregulation could limit creativity and expression.

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

Direct Effects Theory: Media has an immediate and powerful influence on audiences.

Indirect Effects Theory: Media influences are shaped by factors like personal beliefs and social context.

Cultural Effects Theory: Media shapes societal norms and values over time.

Active Audience Theory: Audiences actively engage with media and interpret it based on their personal experiences.

4) What was the 1999 Columbine massacre?

The Columbine massacre was a school shooting at Columbine High School in Colorado, where two students, Eric Harris and Dylan Klebold, killed 13 people and injured several others before committing suicide. This tragedy sparked debates about the potential influence of violent video games, music, and media on behavior.

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

Mental health issues: The shooters struggled with depression and anger.

Social isolation and bullying: Both students reportedly faced bullying and social exclusion.

Media influence: They were fans of violent video games and films.

Access to firearms: The shooters had easy access to guns and explosives.

Cultural factors: Some cited a lack of parental guidance or societal desensitisation to violence.

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

Gerbner’s Cultivation Theory suggests that long-term exposure to media, particularly television, shapes viewers' perceptions of the world. For example, people who watch a lot of violent TV shows may come to believe the world is more dangerous than it actually is, a phenomenon often referred to as "mean world syndrome."

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

Action films often depict violence as heroic or necessary to achieve justice, reinforcing the idea that violence can be justified if it serves a good cause. These films can also promote ideologies where aggression and dominance are seen as desirable or admirable traits.

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

Oversimplification: These theories assume that audiences are passive and do not critically engage with media content.

Lack of evidence: There is no strong, definitive evidence proving that media directly causes violent behavior.

Audience diversity: People interpret media differently based on their unique personal experiences, cultural backgrounds, and individual beliefs.

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

Preferred Reading: A viewer watches a superhero movie and agrees with its message that good will triumph over evil.

Negotiated Reading: The viewer enjoys the superhero movie but feels uneasy about its portrayal of violence.

Oppositional Reading: The viewer rejects the movie’s glorification of violence and questions its moral implications.