Audience theory: Effects debate 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?')
- I do not play violent video games but I do watch some films that contain violence. No, I am not vilent in real life.
- Yes, I see a lot of adverts with products that I would like to buy.
- No, I don't really watch documentaries.
2) What are the four categories for different effects theories?
- 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:
- 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. The directors was sued for inciting violence but 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.
On Tuesday 20th April 1999, two teens went on a shooting spree at the Columbine High School in Littleton, Colorado killing 13 people and injuring 20 others before turning their guns on themselves and committing suicide. This was the worst crime in US history and prompted a national debate on gun control and school safety. There was a speculation that the two committed the killings because they had been bullied, were the members of a group of social outcasts that was fascinated by the Goth culture, or had been influenced by violent video games and music however none of these theories were proven.
5) What are the reasons listed on the factsheet to possibly explain the Columbine High School massacre?
- listening to Marilyn Manson caused teenagers to fire in a high school
- the alienation felt by teenagers who felt as though they did not fit in
- the easy access to firearms and the social acceptance of gun ownership
- the hopelessness of living in an area of high unemployment and was economically disadvantaged
6) What does Gerbner's Cultivation theory suggest?
This theory considers the way media effects attitudes rather than behaviour. According to this theory, repeated exposure to certain ideas and values may make the audience less critical of the ideas presented as they appear 'normal'. Ideas and values are normalised or naturalised and accepted rather than considered. Through repetition they audience will become desensitised towards negative/violent representations.
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.
It links to the theory because they are suggesting that the mass audience is easily led and are not perceptive or self-aware as they spend '4 hours glued to screens'. The headline supports Gerbner's thought that heavy viewers are exposed to more violence and that watching TV can influence the audiences ideas and perception of everyday life.
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 violence is supported in action films because it is often used to help the hero reach their goal and that this is what the audience wants to see. The repetition of violence in action films makes it appear more natural to the viewers because it is normal to see within action films.
9) What criticisms of direct effect theories are suggested in the factsheet?
The Two-step theory that we often discuss our media experiences and those conversations have more influence on behaviour than the media text itself. Also, we may be affected by opinion leaders and their responses. The fact that Shakespeare's plays are extremely violent but do not seem to have any problems where as games and TV shows are open to criticism.
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?
The popular show appears to modern viewers as racist and offensive. As times have changed, people's values and attitudes have too.
11) What examples are provided for Hall's theory of preferred, negotiated and oppositional readings?
The example given refers to The Sun and The Guardian reporting the same information in different ways.
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 think that the indirect theory of Reception theory is more convincing because it suggests that the audience is influenced by certain aspects such as age, gender, religious beliefs, personal values etc. Different audiences will read media texts in different ways because everyone has their own opinions and values. It is important to have a sense of critical autonomy because you wouldn't be influenced by any other persons views and you would be forming your own opinion.
1) Complete the questions in the first activity box (beginning with 'Do you play violent games? Are you violent in real life?')
- I do not play violent video games but I do watch some films that contain violence. No, I am not vilent in real life.
- Yes, I see a lot of adverts with products that I would like to buy.
- No, I don't really watch documentaries.
2) What are the four categories for different effects theories?
- 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:
- 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. The directors was sued for inciting violence but 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.
On Tuesday 20th April 1999, two teens went on a shooting spree at the Columbine High School in Littleton, Colorado killing 13 people and injuring 20 others before turning their guns on themselves and committing suicide. This was the worst crime in US history and prompted a national debate on gun control and school safety. There was a speculation that the two committed the killings because they had been bullied, were the members of a group of social outcasts that was fascinated by the Goth culture, or had been influenced by violent video games and music however none of these theories were proven.
5) What are the reasons listed on the factsheet to possibly explain the Columbine High School massacre?
- listening to Marilyn Manson caused teenagers to fire in a high school
- the alienation felt by teenagers who felt as though they did not fit in
- the easy access to firearms and the social acceptance of gun ownership
- the hopelessness of living in an area of high unemployment and was economically disadvantaged
6) What does Gerbner's Cultivation theory suggest?
This theory considers the way media effects attitudes rather than behaviour. According to this theory, repeated exposure to certain ideas and values may make the audience less critical of the ideas presented as they appear 'normal'. Ideas and values are normalised or naturalised and accepted rather than considered. Through repetition they audience will become desensitised towards negative/violent representations.
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.
It links to the theory because they are suggesting that the mass audience is easily led and are not perceptive or self-aware as they spend '4 hours glued to screens'. The headline supports Gerbner's thought that heavy viewers are exposed to more violence and that watching TV can influence the audiences ideas and perception of everyday life.
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 violence is supported in action films because it is often used to help the hero reach their goal and that this is what the audience wants to see. The repetition of violence in action films makes it appear more natural to the viewers because it is normal to see within action films.
9) What criticisms of direct effect theories are suggested in the factsheet?
The Two-step theory that we often discuss our media experiences and those conversations have more influence on behaviour than the media text itself. Also, we may be affected by opinion leaders and their responses. The fact that Shakespeare's plays are extremely violent but do not seem to have any problems where as games and TV shows are open to criticism.
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?
The popular show appears to modern viewers as racist and offensive. As times have changed, people's values and attitudes have too.
11) What examples are provided for Hall's theory of preferred, negotiated and oppositional readings?
The example given refers to The Sun and The Guardian reporting the same information in different ways.
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 think that the indirect theory of Reception theory is more convincing because it suggests that the audience is influenced by certain aspects such as age, gender, religious beliefs, personal values etc. Different audiences will read media texts in different ways because everyone has their own opinions and values. It is important to have a sense of critical autonomy because you wouldn't be influenced by any other persons views and you would be forming your own opinion.
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