Audience: Effects Theory

 Media and Audiences Factsheet 030 -The Effects Debate

Does the media have the power to change peoples’ behaviour, attitudes or promote values and ideologies?

a. Do you play violent video games and/or watch violent films? Are you violent in ‘real life’?

No, I don't really play violent games but have seen some violent film.This doesn't really make me violent. I think it depends on the mentality you have and how individuals process it.

b. Do you ever see a product advertised on TV or on the internet and decide you want to buy it?

Yes, some products are advertised in interesting ways. In particular, in my opinion, I feel that the ones that also contain humour draw the audience in and makes it more appealing

c. Have you ever seen a documentary which has drawn your attention to an issue which you now feel strongly about?

Yes, I've seen many documentaries that make me realise a various amount of issues, however, the ones that make me 

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

The four 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 texts which have been blamed for specific events are:

• Child’s Play – The murder of Jamie Bulger

• Marilyn Manson – The Columbine High School shootings

• 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 fact sheet.

The 1999 Columbine massacre was the incident where two teenages boys Eric Harris and Dylan Klebold went to school loaded with weapons and killed13 students then killed themselves. Their role model was Adolf Hitler hence why they chose to kill on his birthday. 

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

The Columbine High School shootings occurred due to a complex relationship between: The ease of access to firearms and the social acceptance of gun ownership,the alienation felt by teenagers who felt as though they did not fit in, the hopelessness caused by living in an area where unemployment was high and was economically disadvantaged and 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?

This theory considers the way the media affects attitudes rather than behaviour. The media is seen as part of our socialisation process, communicating ‘appropriate’ attitudes and the norms and values of the culture. According to this theory, while any one media text does not have too much effect, repeated exposure to certain ideas and values may make the audience less critical of the ideas presented as they may become normalised. The audience become desensitise toward negative or violent behaviour and may think it to being "normal".  

7) How does this front page of the Daily Mail link to Cultivation theory? 

This front page links to the cultication theory as the theory suggest that the more the media repeats an idea the audience will except it and will not question if it is "normal" or not. So, the fact that "UNDER 5s" are "GLUED TO SCREENS 4 HOURS EACH DAY" says something about our media today. It could suggest that children at an even younger age are influence by the media as a result of them using it on a daily basis. 

    

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

The factsheet suggests that action films violence and this being a negative influence can reinforce this violence to younger children. 

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

This theory is largely discredited as it makes simplified judgements about the audience. One criticism that is suggested in the factsheet is that some theories e.g. the hypodermic needle theory have a tendency to scapegoat, in that they habitually blame the same types of media texts such as horror films, rock music, video games for the things that are supposedly resultant of the overexposure to those texts. For example the Jamie Bulger case and also the Columbine massacre.

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?

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

The Sun and The Guardian may report the same ‘facts’ very differently as the sun is targeted towards more working class people whereas the Guardian  is targeted towards more educated readers- middle class.

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.

In my opinion, I think that the most convincing theory is Gerbner's theory of Cultivation. This is because it reinforces the idea learning through watching over and over again. It is important to develop critical autonomy because having your own opinion on media texts that we watch gives us ac chance to agree but also argue