Audience theory 2 blog tasks.

 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?

 I believe that over the past 15-20 years since social media has taken the world by storm and through technological advancements making it so that most people in the world are able to view the media peoples minds have been altered and overall as a society people are much more distant than they use to be. Communication has been completely disrupted physically as now in today's world people would rather absorb hours of endless media and communicate to people online than go outside and interact with people or nature. The effects of social media reciprocate those of which a drug can induce which is addiction and ultimately it can lead to those most vulnerable having their minds effected and damaged. Social media can influence those into doing illegal activities or activities in which the partaker or others become injured. The social learning theory suggests that people learn from one another and this is especially prevalent in today's world through "trends" in which people copy each others ideas in order to sustain "clout" or in other words attention and a fan base. However there are many benefits to social media and it is not the sole causality for violence and anti-social behaviour.

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.

 One main example of how the social learning theory is applicable to today's world in the digital age is through drill music and the influence on younger people. Many young people view drill music as violent and aggressive and this is for a good reason as in drill music most of the content which is discussed is violence and murder and through social learning theory children absorb this content and begin to mimic the actions that occur in drill music videos which is why in the UK one in 3 London homicides are linked to drill music. Young people in today's world are learning more violent and aggressive behaviour from the internet and this is simply due to the amount of content which is available for people to access.

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?

One main example which occurred recently was the mass banning and cancellation of Andrew Tate. He blew up over the past few months for his harsh and critical views on the world especially views towards women which gave him the label of a misogynistic opinion leader.  He coached younger audiences especially targeting the male demographic into becoming more masculine and into caring and providing for the ones they love while also uplifting themselves however the media suddenly banned him off all platforms that exist in an attempt to cancel him. Mainly due to his apparent dangers that he brought along. His views on women in particular were seen as quite misogynistic to the media and it seemed like he was hating on women which lead the media to cause mass spread hate over him. To this day he still remains banned with some appearances on platforms who refuse to ban him for example rumble.

Another example would be the mass spread of panic and concern over the consumption of tide pops from younger people. The consumption of tide pops is an example of social learning theory taking place as people copied one another in an attempt to gain popularity and attention even though this trend lead to many younger people becoming hospitalised. This trend involved people consuming tide pods and then posting themselves doing it onto the internet which lead to the tide pod company themselves releasing statements urging people not to commit to the trend. This is an example of a positive moral panic as it ensures the safety and health of people.

A 3rd example would be the war on drugs. The war on drugs to this day os one of the longest standing American moral panics, it started in the 70s and peaked in the 80s and it was targeted by politicians such as Bill Clinton who wanted to be tough on crime. It lead to decades long imprisonment for minor drug offences and some argue that the war on drugs is a moral panic due to the unnecessary exaggeration of the hostility towards recreational drug users. This moral panic has its benefits and its disadvantages but the overall point is that drugs can lead to ruined lives whereas some would argue that the media takes drugs slightly to firmly.

 
4) Read this introduction to an academic paper on technopanics. What examples are given of technopanics that create fear in society? If the link is blocked in school, you can access the text here.

One example would be the focus on child safety online and how children can be in danger from people online. Another example would be digital privacy .

contexts. Several examples of fear appeal arguments will be offered with a

particular focus on online child safety, digital privacy, and cybersecurity.

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

I believe that the internet should be more regulated due to the threats and safety issues that have come about in the past few years. More younger people are being sucked into social media and parents these days are giving their children devices at very young ages. This is a huge problem because their brains have not grown enough to understand the world around them meaning they will become very vulnerable and susceptible to the content they absorb around them which can be seen in the Bobo doll theory. However, by adding more restrictions and regulations people will naturally want to find ways around them especially younger children meaning these restrictions would become useless. They may even incite more violence because people would feel like their freedom is being restricted.

 
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.

I believe that Gerbners cultivation theory makes sense in today's world, over the course of many years media has been absorbed into audiences and it has changed how people see things and how people act. The media has caused many people to become fearful of the world and the things around us and I believe that it has especially made people "softer" and more sensitive to content. However due to the exponential amount of content which is being produced I believe that people have become more cautious as a result meaning that threats no matter their effect are being taken more seriously than they use to for example this can be seen through the response of 9/11. People now are more cautious and alert than ever when flying or using airport facilities and this is an example of moral panic. Heavy internet use is a concern because it can lead to one becoming detached from the world and becoming desensitised to the things around them. It can lead to a cycle of harm and weakness where a person spends all day doing nothing productive with their lives which is why the amount of media which is consumed by audiences should be regulated.

Media Factsheet Questions.

1) Complete the questions in the first activity box (beginning with 'Do you play violent games? Are you violent in real life?')

Questions:

1a. Do you play violent video games and/or watch violent films? Are you violent in ‘real life’?

I use to play much more violent video games that I do now and I believe that I am a relatively relaxed and a calm person. I see video games as an escape from reality and it allows me to dump whatever I am currently feeling into a game with no repercussions. 

1b. Do you ever see a product advertised on TV or on the internet and decide you want to buy it?

Most cases I do not feel an urge to purchase something I see on an advert however if it is related to a topic in which I am interested in then I become curious and begin to explore the product.

1c. Have you ever seen a documentary which has drawn your attention to an issue which you now feel strongly about?

After seeing many documentaries about nature and the effects of global warming and how it can damage life and the world around us I have become more alert of how the world is being affected and how many species are going extinct due to emissions of c02 and other harmful potent gases.

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? 

One example if child's play which lead to the murder of Jamie Bulger, Another example provided is natural born killers which lead to a number of murders being committed by a couple, this lead to the director of the media text being sued for inciting violence but this was later dismissed in court. The final example provided is of Marilyn Manson which incited the columbine high school shootings.

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 occurred due to a complex relationship between the social acceptance of owning a gun and the accessibility of firearms and the ease of obtaining firearms, the students also felt alienated and the hopelessness was caused by living in an area where the unemployment rates were extremely high and people were economically disadvantaged. Desensitisation occurred due to constant access of media outlets such as film, Tv and news and these media forms projected harsh and violent images. In the 1999 massacre there was also an attempted bombing and this lead to 15 people dying and 24 non-fatal injuries. Two teens went on a shooting spree and injured more than 20 people and unfortunately killed 13 people, they then turned their guns on themselves and committed suicide. This raises concerns as to what was the perpetrator's mental state during and before the violent crimes were committed.

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

The students felt alienated and this combined with the fact that the hopelessness in the area due to unemployment are reasons on the factsheet as why the the massacre happened. Moreover, the ease of owning guns and the social acceptance of guns further contributed to the massacre.

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

The factsheet suggests that through repetition attitudes, certain ideas or values may become normalised rather than being considered by an audience for any possible negatives or drawbacks, moreover through repetition audiences may become desensitised to the content they watch and the world around them and they make take violent matters lightly. The factsheet also suggests that vulnerable groups are the main victims to this theory.

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

The factsheet implies that violence in action films is supported because it is used a method for the hero to reach his goals, there is only one difference between the hero and the villain and that is that the audience agrees with the hero's motivations.

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

For the hypodermic needle theory, criticism that is provided is that the hypodermic needle can be used to provide simple solutions however it does not take into consideration of other external factors which may influence an audience. For cultivation theory criticism is provided that although cultivation theory exceeds the simple "cause and effect" approach to audience effects it does not take the individual nature of the members of audience into account.

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 sitcom Love Thy Neighbour would be considered top be controversial today because it appeared very racist and offensive to audiences, this is because as times have changed so have peoples attitudes and values towards the media and the world around them, this is because back then what was acceptable for the topic of comedy is no longer the case in todays modern world.

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

The sun and the guardian are used as examples as they both have the aim of providing the same data however they will do so in different ways than each other.