2) What are the four categories for different effects theories? Direct effect theories, diffusion theories, indirect effect theories, and the pluralist approach.
3) What are the examples provided for the hypodermic needle theory - where media texts have been blamed for certain events?
The exampled provided for the hypodermic needle theory where media texts have been blamed for certain events is: 1.Child’s Play – The murder of Jamie Bulger 2.Marilyn Manson – The Columbine High School shootings 3.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 1999 Columbine massacre was when two twelve grade students named Eric Harris and Dylan Klebold murdered 12 students and 1 teacher. They injured 21 additional people with gunshots. This resulted in debates over gun control laws, bullying as well as moral panics over gun culture and social outcasts along with teenage internet use and violence in video games.
5) What are the reasons listed on the factsheet to possibly explain the Columbine High School massacre?
6) What does Gerbner's Cultivation theory suggest? Gerbner's Cultivation theory suggests that the media affects attitudes rather than behaviour. Gerbner's Cultivation theory also suggests that repeated exposure to certain ideas and values may make the audience less critical of the ideas presented as they appear 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.
Above the headline it says "Anti-age your neck, chin and decolletage" Next to this is a picture of a lady with a sharp jawline. This would make the audience think that people with a sharp jawline makes them look young. The more it get's advertised the more people will think to look young you'll need a sharp jawline. The main headline says "Under-5s glued to screens 4 hours each day". People often give their child the phone to watch YouTube video so they stop misbehaving however, as people keep seeing this happen they're starting to think this is normal but in reality this is affecting the child's mind development if they aren't physically doing anything.8) What does the factsheet suggest about action films and the values and ideologies that are reinforced with regards to violence?
9) What criticisms of direct effect theories are suggested in the factsheet? One criticism is that the theory makes simplified judgements about the audience as the theory thinks they all respond the same towards the media.
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 1970s sitcom Love Thy Neighbour is considered as so controversial today because it was extremely racist but was shown as comedy however, modern viewers now view it as racist and offensive. This tells us that reception theory is taking place and audiences create meanings by many factors e.g. race. In this case, the racist jokes might've been towards a particular race which might've been seen as normal in the 1970s but now it is wrong.
11) What examples are provided for Hall's theory of preferred, negotiated and oppositional readings?
Example of Hall's negotiated reading: A broad acceptance of the intended meaning but with
some personal modification
Example of Hall's oppositional reading: An oppositional reading of an understanding of the intended meaning but a rejection of it in favour of one created by the individual
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, the most convincing audience theory is the Cultivation theory. This is because it happens on a daily basis. People see something online and the more they see it the more desensitised they are becoming to it and are starting to think this is normal. This is a issue because some of the things we view online shouldn't become second nature to us and we should act upon it and take action.
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