MIGRAIN: Audience theory - Effects debate factsheet
1) Complete the questions in the first activity box (beginning with 'Do you play violent games? Are you violent in real life?')
a) Do you play violent video games and/or watch violent films? Are you violent in ‘real life’?
I do play violent video games, and watch violent movies often, I do not believe that I am violent.
b) Do you ever see a product advertised on TV or on the internet and decide you want to buy it?
I only ever purchase an item advertised on TV if it somewhat has something to do with what I need or want (e.g. if a new video game came out and i see it advertised on TV, I may purchase it)
c) Have you ever seen a documentary which has drawn your attention to an issue which you now feel strongly about?
There are multiple documentaries that have drawn my attention to serious matters around the world, very recently I watched a documentary about the Rohingya Muslim crisis, the documentary brought my attention to what truly was happening.
2) What are the four categories for different effects theories?
The four main categories are:
• 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?
Some examples given for the hypodermic needle theory are:
Child's Play ( Tom Holland 1988)- This movie was blamed to the reasoning for Jamie Bulger
Marilyn Manson- The musician Marilyn Manson was blamed for the Columbine Shooting in 1999
Natural Born Killers – a number of murders committed by romantically linked couples. in one case, the director was sued for inciting violence although the court case was later dismissed
4) What was the 1999 Columbine massacre? You may need to research this online in addition to the information on the factsheet.
The Columbine Shooting was a mass shooting incident that occurred on April 20th 1999 in the American state of Colorado. After the attack occurred a large majority of new media outlets began spreading information that stated that a large influence of the attack was due to Marilyn Manson, a punk screemo rock metal artist that produces very aggressive music that can be relatively violent at times. The public then accused Marilyn Manson was responsible of the attack. When people of the public wanted guns to be banned after the incident, a large amount of right wing officials and the NRA (National Rifles Association) used Marilyn Mansons music as the excuse again, when in actuality it was the easy access to guns.
5) What are the reasons listed on the factsheet to possibly explain the Columbine High School massacre?
The factsheets provide many alternative possible reasons to explain the Columbine High School massacre, some are:
o The ease of access to firearms and the social
acceptance of gun ownership
o The alienation felt by teenagers who felt as though
they did not fit in
o The hopelessness caused by living in an area where
unemployment was high and was economically
disadvantaged
o The general desensitisation caused by access to a
range of violent images: film, TV, the news, the
internet
6) What does Gerbner's Cultivation theory suggest?
Gerbner's Cultivation Theory suggests that the media instead of effecting our behaviour but instead effects our attitude. This is mainly due to the fact that media helps us understand the norms of society and helps us understand the attitude we should have to certain situation. The theory states that while our attitude towards something does not change immediately after observing the media, but instead changes over constant exposure to the media as we then begin to see the situation of statement as normal.
7) How does this front page of the Daily Mail (from this week - Wednesday 16 November) link to Cultivation theory? The Mail Online version of the story is here.
This cover page from the Daily mail shows that in the past this may have been overlooked as a not so serious matter, but over the years after being told by the media that over exposure to technology can be harmful and is often looked down upon in society, we have had our attitude towards the situation changed.
8) What does the factsheet suggest about action films and the values and ideologies that are reinforced with regards to violence?
The media factsheet suggests that in action films, the viewer becomes accustomed to the idea that whatever the good guy does is ok and normal, while if the villain in the movie performs the same sort of action, the action is seen as evil or unjust. Also highlights the fact that everything is subjective, and that different perspectives provides more insight to why the villain or hero carried out what he did.
9) What criticisms of direct effect theories are suggested in the factsheet?
The factsheet suggests the idea that direct effect theories can seem to be very elitist as they assume that the theory sees the mass audience as easily influenced and not self aware.
10) 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?
Society in the 1970's was much different compared to today's society. Society in the 1970's was far less politically correct, racism and controversial sexuality and gender statements were much more common and used far more compared to modern sit com's.
11) What examples are provided for Hall's theory of preferred, negotiated and oppositional readings?
One example given is that some media outlets may write an article depicting the same story may be told differently due to different beliefs. Also states that every media cannot have just one reading and that almost all forms of media can have different interpretations.
12) Which audience theory do you think is most convincing? Why? It is important that you develop critical autonomy in judging the arguments for and against different theories and form your own opinion on these issues.
I prefer indirect theories (reception theory) over most forms of direct theories as indirect theories support the fact that the mass audience have their own sense and their own mind, instead of the mass audience being extremely influenced by any form of media.
a) Do you play violent video games and/or watch violent films? Are you violent in ‘real life’?
I do play violent video games, and watch violent movies often, I do not believe that I am violent.
b) Do you ever see a product advertised on TV or on the internet and decide you want to buy it?
I only ever purchase an item advertised on TV if it somewhat has something to do with what I need or want (e.g. if a new video game came out and i see it advertised on TV, I may purchase it)
c) Have you ever seen a documentary which has drawn your attention to an issue which you now feel strongly about?
There are multiple documentaries that have drawn my attention to serious matters around the world, very recently I watched a documentary about the Rohingya Muslim crisis, the documentary brought my attention to what truly was happening.
2) What are the four categories for different effects theories?
The four main categories are:
• 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?
Some examples given for the hypodermic needle theory are:
Child's Play ( Tom Holland 1988)- This movie was blamed to the reasoning for Jamie Bulger
Marilyn Manson- The musician Marilyn Manson was blamed for the Columbine Shooting in 1999
Natural Born Killers – a number of murders committed by romantically linked couples. in one case, the director was sued for inciting violence although the court case was later dismissed
4) What was the 1999 Columbine massacre? You may need to research this online in addition to the information on the factsheet.
The Columbine Shooting was a mass shooting incident that occurred on April 20th 1999 in the American state of Colorado. After the attack occurred a large majority of new media outlets began spreading information that stated that a large influence of the attack was due to Marilyn Manson, a punk screemo rock metal artist that produces very aggressive music that can be relatively violent at times. The public then accused Marilyn Manson was responsible of the attack. When people of the public wanted guns to be banned after the incident, a large amount of right wing officials and the NRA (National Rifles Association) used Marilyn Mansons music as the excuse again, when in actuality it was the easy access to guns.
5) What are the reasons listed on the factsheet to possibly explain the Columbine High School massacre?
The factsheets provide many alternative possible reasons to explain the Columbine High School massacre, some are:
o The ease of access to firearms and the social
acceptance of gun ownership
o The alienation felt by teenagers who felt as though
they did not fit in
o The hopelessness caused by living in an area where
unemployment was high and was economically
disadvantaged
o The general desensitisation caused by access to a
range of violent images: film, TV, the news, the
internet
6) What does Gerbner's Cultivation theory suggest?
Gerbner's Cultivation Theory suggests that the media instead of effecting our behaviour but instead effects our attitude. This is mainly due to the fact that media helps us understand the norms of society and helps us understand the attitude we should have to certain situation. The theory states that while our attitude towards something does not change immediately after observing the media, but instead changes over constant exposure to the media as we then begin to see the situation of statement as normal.
7) How does this front page of the Daily Mail (from this week - Wednesday 16 November) link to Cultivation theory? The Mail Online version of the story is here.
This cover page from the Daily mail shows that in the past this may have been overlooked as a not so serious matter, but over the years after being told by the media that over exposure to technology can be harmful and is often looked down upon in society, we have had our attitude towards the situation changed.
8) What does the factsheet suggest about action films and the values and ideologies that are reinforced with regards to violence?
The media factsheet suggests that in action films, the viewer becomes accustomed to the idea that whatever the good guy does is ok and normal, while if the villain in the movie performs the same sort of action, the action is seen as evil or unjust. Also highlights the fact that everything is subjective, and that different perspectives provides more insight to why the villain or hero carried out what he did.
9) What criticisms of direct effect theories are suggested in the factsheet?
The factsheet suggests the idea that direct effect theories can seem to be very elitist as they assume that the theory sees the mass audience as easily influenced and not self aware.
10) 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?
Society in the 1970's was much different compared to today's society. Society in the 1970's was far less politically correct, racism and controversial sexuality and gender statements were much more common and used far more compared to modern sit com's.
11) What examples are provided for Hall's theory of preferred, negotiated and oppositional readings?
One example given is that some media outlets may write an article depicting the same story may be told differently due to different beliefs. Also states that every media cannot have just one reading and that almost all forms of media can have different interpretations.
12) Which audience theory do you think is most convincing? Why? It is important that you develop critical autonomy in judging the arguments for and against different theories and form your own opinion on these issues.
I prefer indirect theories (reception theory) over most forms of direct theories as indirect theories support the fact that the mass audience have their own sense and their own mind, instead of the mass audience being extremely influenced by any form of media.
Comments
Post a Comment