Key theories
Hypodermic needle theory:
Theorises that audiences are essentially passive, they will readily absorb messages relayed to them by the media.
This means that, after watching a violent horror film, or playing a violent POV shooter, audience members will be negatively influenced.
This presupposes that audiences are passive (unable to reject media messages) rather than active (they make sense of media messages through personal and social contexts).
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Moral panic:
In 1972, Stanley Cohen developed the moral panic theory. This encompassed ideas of folks tales in society.
Moral panic happens when "a condition, episode, person or group of people emerge to become defined as a threat to societal values and interests".
His research was based on the mods and rockers of the 1960's, but have since been applied to the media.
The stages of moral panic:
Someone, something or a group are defined as a threat to social norms or community interests.
The threat is then depicted in a simple and recognisable symbol/form by the media.
The portrayal of this symbol rouses public concern.
There is a response from authorities and policy makers.
The moral panic over the issue results in social changes within the community.
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Mulvey (Male Gaze):
Visual pleasure and narrative cinema was an essay written by Laura Mulvey.
An essay in which coined the term "Male Gaze" which soon went on to become a very well known and discussed theory.
"In film, the male gaze occurs when the audience is put into the perspective of a heterosexual man. A scene may focus on the curves of a woman's body, putting you the viewer in the eyes of a male.
Female roles are passive roles.
Patriarchal society: Men dictate the rules Mulvey argued we live in a patriarchal society in which men set the majority of the rules and construct and represent the ideal visions, roles and male dominance over woman.
The worry is a passive audience will be influenced by this representation of reality and copy it and it will actually become reality.
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Anderson (Media violence on youth):
1990 Columbine was an instance where the tragedy was related to the film.
The media negatively portrays they youth because of this, two things happen;
Young people became more violent
young people are always at fault in regards to violence in the media
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Tododov theory:
Theory of Natative.
5 stages in every media
1. Equilibrium
2. Disequilibrium
3. Recognition
4. Fixing
5. New equilibrium
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Desensitisation:
Theory that suggests we are less effected by media content than we were in the past. For example:
Positives:
Made people more aware of events in society.
Made audiences more accepting of hard hitting issues for example the list above.
Negatives:
Audiences may not take content seriously
Audiences may not have any emotional attachment.
Gauntlett: The media effects debate.
Media effects is outdated
Anders Breivic claimed to have played shooter games in order to train for the mass shooting
Media effects refers to the idea that an audience is ether passive or active.
1. The media effects tackle social problems 'backwards'.
2. The effects model treats children as inadequate.
7. The effects model is selective in its criticism of media depictions of violence
8. The effects model assumes superiority to the masses
10. The effects model is not grounded in theory
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Uses and gratification:
The Uses and Gratifications Theory looks to answer three questions:
Theorises that audiences are essentially passive, they will readily absorb messages relayed to them by the media.
This means that, after watching a violent horror film, or playing a violent POV shooter, audience members will be negatively influenced.
This presupposes that audiences are passive (unable to reject media messages) rather than active (they make sense of media messages through personal and social contexts).
========================================================================
Moral panic:
In 1972, Stanley Cohen developed the moral panic theory. This encompassed ideas of folks tales in society.
Moral panic happens when "a condition, episode, person or group of people emerge to become defined as a threat to societal values and interests".
His research was based on the mods and rockers of the 1960's, but have since been applied to the media.
The stages of moral panic:
Someone, something or a group are defined as a threat to social norms or community interests.
The threat is then depicted in a simple and recognisable symbol/form by the media.
The portrayal of this symbol rouses public concern.
There is a response from authorities and policy makers.
The moral panic over the issue results in social changes within the community.
========================================================================
Mulvey (Male Gaze):
Visual pleasure and narrative cinema was an essay written by Laura Mulvey.
An essay in which coined the term "Male Gaze" which soon went on to become a very well known and discussed theory.
"In film, the male gaze occurs when the audience is put into the perspective of a heterosexual man. A scene may focus on the curves of a woman's body, putting you the viewer in the eyes of a male.
Female roles are passive roles.
Patriarchal society: Men dictate the rules Mulvey argued we live in a patriarchal society in which men set the majority of the rules and construct and represent the ideal visions, roles and male dominance over woman.
The worry is a passive audience will be influenced by this representation of reality and copy it and it will actually become reality.
=======================================================================
Anderson (Media violence on youth):
1990 Columbine was an instance where the tragedy was related to the film.
The media negatively portrays they youth because of this, two things happen;
Young people became more violent
young people are always at fault in regards to violence in the media
=======================================================================
Tododov theory:
Theory of Natative.
5 stages in every media
1. Equilibrium
2. Disequilibrium
3. Recognition
4. Fixing
5. New equilibrium
========================================================================
Desensitisation:
Theory that suggests we are less effected by media content than we were in the past. For example:
- Violence
- Graphic violence
- Drugs
- Knife crime
- Sexual abuse
- Domestic abuse
Positives:
Made people more aware of events in society.
Made audiences more accepting of hard hitting issues for example the list above.
Negatives:
Audiences may not take content seriously
Audiences may not have any emotional attachment.
The Uses and Gratifications Theory assumes audiences actively seek out media to satisfy individual needs.
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Counter arguments
Gauntlett: The media effects debate.
Media effects is outdated
Anders Breivic claimed to have played shooter games in order to train for the mass shooting
Media effects refers to the idea that an audience is ether passive or active.
1. The media effects tackle social problems 'backwards'.
2. The effects model treats children as inadequate.
7. The effects model is selective in its criticism of media depictions of violence
8. The effects model assumes superiority to the masses
10. The effects model is not grounded in theory
========================================================================
Uses and gratification:
The Uses and Gratifications Theory assumes audiences actively seek out media to satisfy individual needs.
- What do people do with the media?
- What are their underlying motives for using said media?
- What are the pros and cons of this individual media use.
Why do we consume media?
- Information
- Personal Identity
- Integration and Social Interaction (personal relationships)
- Entertainment
- Education
- Escapism
Information:
Finding out about relevant events and conditions in immediate surroundings, society and the world
Seeking advice on practical matters or opinion and decision choices
Satisfying curiosity and general interest
Learning; self-education
Seeking advice on practical matters or opinion and decision choices
Satisfying curiosity and general interest
Learning; self-education
Gaining a sense of security through knowledge
Personal identity:
Finding reinforcement for personal values
Finding models of behaviour
Identifying with valued others (in the media)
Gaining insight into oneself
Gaining insight into oneself
Entertainment:
Escapism, or being diverted from problems
Relaxing
Filling time
Sexual gratification
Integration and social integration:
Finding reinforcement for personal value
Finding models of behaviour
Identifying with valued others (in the media)
Gaining insight into oneself
Education:
To inform and teach
Expand your knowledge
Escapism:
Consume media to gain a sense of escape from your problems
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