MIGRAIN: audience theory 2

    Alezey

audience theory 2: THE EFFECTS DEBATE

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 people learn behaviour by observing and copying others, including the media, but I don’t think the media alone is responsible for anti-social behaviour or violence. While violent films, games, or online content might influence some individuals, real-life behaviour is usually shaped by a mix of factors like upbringing, mental health, peer pressure, and environment. The media can contribute to negative behaviour by normalising aggression or making it look acceptable, but it is not the only cause - blaming the media entirely oversimplifies a much more complicated issue.

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 very relevant in the digital age because young people now learn a lot of behaviour from social media, influencers, and online communities. For example, trends on TikTok can spread risky challenges, and gaming streamers can model both positive teamwork and toxic behaviour. Young people often copy what they see because influencers feel relatable and “real,”  which persuades them, (e.g an influencer showing a skincare product and saying it is good encourages people to buy it). So online behaviour becomes a powerful source of imitation which shows that social learning still happens, just through new digital platforms.

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?

Three examples of moral panic from the last 50 years include the fear of video game violence in the 1990s, the panic around social media dangers in the 2010s, and the 2016 “killer clown” scare. In each case, the media played a major role by exaggerating the threat and spreading dramatic stories that made the problems seem much bigger than they really were. The 2016 clown panic, for example, grew rapidly because videos and news reports made it appear as if dangerous clowns were everywhere, even though most incidents were pranks or false reports. ,  These moral panics usually led to tighter rules, school warnings, and greater public awareness, showing how strongly media coverage can shape society’s beliefs and behaviour.

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

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

I think the internet should be regulated to some extent, but the government should not completely control what we can access. Regulation is important for protecting people, especially children, from harmful content such as extreme violence, illegal material, or online abuse. However, too much control could restrict freedom of speech and allow governments to censor information unfairly. The internet works best when there is a balance: enough rules to keep people safe, but not so many that it limits our rights or stops us from accessing useful information. Even if they do regulate, it would be easy to bypass, for example children could still see inappropriate videos.

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 that seeing repetitive media again and again can shape how people see the world, and this works with digital media too. Constant news online about crime, disasters, or conflicts can make people think the world is more dangerous than it really is and make them feel worried. At the same time, seeing things like trolling, cyberbullying, or graphic content so often can make us feel numb or like it’s normal. Spending a lot of time online can affect how we see others, make us more stressed, and even harm our mental health. Overall, the internet can both scare people and make them less sensitive, so it’s important to use it carefully.

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The effects debate: Media Factsheet:

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?

There are four main categories of effects theories: 

1.  Direct Effect Theories

2. Diffusion Theories

3. Indirect Effect Theories

4. Pluralist Approach 

These different approaches explain how the media might influence audiences in different ways.

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

Examples of the Hypodermic Needle Theory include Child’s Play, which was linked to the murder of Jamie Bulger, Marilyn Manson, which was blamed for the Columbine shootings, and Natural Born Killers, which was associated with several murders by couples.

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 in 1999 was a school shooting in Colorado, USA, where two students killed 12 classmates and a teacher and injured many others before taking their own lives.

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

The factsheet lists reasons for Columbine that go beyond media influence, such as easy access to guns, teenage alienation, economic disadvantage, and desensitisation from exposure to violent films, TV, news, and the internet.

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

Gerbner’s Cultivation Theory says the media affects attitudes rather than behaviour. Repeated exposure to ideas in media can make them seem normal or acceptable and can desensitise audiences, especially children, to violence or negative behaviour.

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

Action films often show “good” violence as acceptable, like protecting someone or stopping a criminal, and punish “bad” violence, like harming for fun or profit. Repetition of these values makes audiences see them as normal and accept the hero’s actions without questioning them.

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

Direct effect theories are criticised for oversimplifying audience behaviour, assuming everyone reacts the same way, ignoring personal and social factors, and treating audiences as passive and easily influenced.

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?

The 1970s sitcom Love Thy Neighbour is controversial today because it contains racist and offensive content. This shows Reception Theory, which explains that audiences interpret media differently depending on their own experiences, values, and context.

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

Hall’s theory gives three types of audience readings: preferred (accepting the intended meaning), negotiated (mostly accepting but making personal modifications), and oppositional (understanding but rejecting the intended meaning and creating a personal interpretation).