Audience: Effects Theories

Audience: Effects Theories

1) Complete the questions in the first activity box (beginning with 'Do you play violent games? Are you violent in real life?')
2) What are the four categories for different effects theories?
3) What are the examples provided for the hypodermic needle theory - where media texts have been blamed for certain events? 
4) What was the 1999 Columbine massacre? You may need to research this online in addition to the information on the factsheet.
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?

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

I do not play violent video games often but do watch violent films. This has not led me to be violent. 

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

Yes. 

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

Yes. 

2) The four categories for different effects theories are:

• Direct Effect Theories 

• Diffusion Theories

• Indirect Effect Theories 

• The Pluralist Approach

3) The examples provided for the hypodermic needle theory where some texts havej been blamed for certain events is the movie Child’s Play where because of this there was a murder of a child names Jamie Bulger. Also,  Marilyn Manson which lead to a shooting at the Columbine High School. The film Natural Born Killers  lead to numerous murders committed by romantically linked couples. 

4) https://en.wikipedia.org/wiki/Columbine_High_School_massacre

The Columbine High School massacre was a school shooting that occurred on April 20, 1999, at Columbine High School in Columbine, an incorporated area of Jefferson County in the American state of Colorado. In addition to the shootings, the complex and highly planned attack involved a fire bomb to divert firefighters, propane tanks converted to bombs placed in the cafeteria, 99 explosive devices, and car bombs. The perpetrators, senior students Eric Harris and Dylan Klebold, murdered 12 students and one teacher. They injured 21 additional people, and three more were injured while attempting to escape the school. The pair subsequently committed suicide.

5) The reasons listed on the Columbine High School is: 

• The easy 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.
• The general desensitisation caused by access to a range of violent images: film, TV, the news, the internet.

6) Gerbner's Cultivation theory suggests that the media impacts attitudes rather than behaviour. The media is considered part of our socialisation process, communicating ‘appropriate’ attitudes and the norms and values of the culture. His theory also suggests that 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 appear ‘normal’. The key ideas here are that: 
• Through repetition attitudes, ideas and values may become normalised or naturalised; they are accepted rather than considered 
• Through repetition the audience may become desensitised towards negative and/or violent representations


7) How does this front page of the Daily Mail (Wednesday 16 November) link to Cultivation theory? 



This front page links to Cultivation theory as under 5s are "glued" to screens for 4 hours each day which suggests that this had become part of their socialisation process and in effect has probably changed their attitude towards certain things. This has now become their norms and values in their society. 

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?
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?
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.

8) The factsheet suggests that action films and the values and ideologies that are reinforced with regards to violence is that violence for a good reason is acceptable whereas violence for a bad reason is not acceptable and should be punished. 

9) The criticism of direct effect theories suggested in the factsheet is that this theory assumes and makes simplified judgements about the audience. Meaning that it judges the audience as a whole instead of focusing on individuals and how media can effect different types of people and therefore is a generalisation. 

10) This sitcom may be considered controversial today as this may appear as racist and offensive and there have been changes in norms and values in society which means that the theory portrayed in this sitcom is not longer accepted. This tells us that the Reception theory is portrayed through this as the audience have created meanings from individual factors and one being race as this is viewed as racist. 

11) The examples provided for Hall's theory of preferred, negotiated and oppositional readings are that someone people who are familiar with violent behaviour may find that violent images evokes that side of them and someone who has a weakness for chocolate might be tempted to buy some after watching an advert. 

12) The audience theory that is most convincing in my opinion is the Cultivation Theory. This is because this offers a range of reasons for why society accept or not through the repeated exposure that they get to a certain media text. For example, when the Ebola crisis had arised, this was an issue that faced the world many years ago but there was not as much uproaral as a cause of the media for it. As a result of modern and ongoing exposure to the news that Ebola is facing people, this caused the audience to panic and caused this information to be extendibly scare everyone. Now that this issue is not in the media anymore people are less concerned about it. However, this theory may have a critic as it suggests that if something in the media is portrayed for a repeated number of times, this is what causes a reaction or acceptance by the audience. This may not always be true as sometimes news or matters in the media may have only appeared in there for the first time and has got an instant reaction from the audience. Also, audience may not always be desensitised to certain subjects when it is repeated in the media for example, issues that are arising with cancer or health issues. Alot of the time, audiences are not desensitised by this, they become more knowledgable and engage more with this. 

Homework

Homework 

Article from The Guardian

Radio 4 programme: The Digital Human Perspective 

Clouds Over Sidra 360 degree media

Answer these questions on your blog:

1) What does new Media such as 'Clouds over Sidra' offer audiences? What is there a target audience and how do you know? 

2) How has the new perspectives offered by the digital world changed the relationship between the audience (consumer) and the Media product (producer)?

Consider: Sensory overload / the role of empathy / Immersive media

1) This offers the audience an insight into the life of people in Syria and the effects it has on them and also makes the viewer more aware and involved as the 360 degree footage of the events thats happening in Syria is realistic and makes the viewer feel like they are a part of what is happening. The target audience may be for people that have a job (young adults and adults) in the raising funds aspect as this shows them the inadequacies that people in Syria have and is asking them to donate/help them. This may be for a wider audience though so that they are more aware of what is happening around the world.  

2) The new perspective offered by the digital world changes the relationship between the audience and the media product as the consumer is more indulged in the media and, in a way, are participating and have more of a realistic view of what is happening. This makes the relationship of the consumer and producer less distant, as the producer used to make media and the audience used to view it, to making the relationship more close knit as the consumer is taking part in the media, e.g the immersive media of the 360 degree video makes the consumer interact with the video more and they are able to take part in looking around their surrounding and therefore is being involved in the production of the media. This evokes the role of empathy as there is more realism which causes sensory overload and therefore this makes the audience feel more inclined to help.

Audience Theory

Audience Theory - Hypodermic needle model

1) Read this Mail Online article about the effects of videogames. How does this article link to the hypodermic needle model?

2) How does coverage of the Talk Talk hacking case link to the hypodermic needle model? Why might someone criticise this front page? 

1) This article links to the hypodermic needle model as it suggests that the audience of people that play video games for 20 minutes everyday for three consecutive days increases the audience's short-term aggression which leads to longer-term aggression. This links to the hypodermic needle model as it addresses the audience as a whole and suggests that this can have a dangerous effect instead of looking at particular groups of people and basing it on the mentality of the person. 

2) The coverage of the Talk Talk hacking case links to the hypodermic model as this information broadcasted is negative and proves the point that video games can lead to violent behaviour. This also relates to the model as this is information is given to the audience which makes them have a bad view on the boy that hacked Talk Talk. Someone may criticise this front page as the young boys identity is not covered properly and the title "son of a single mother" is degrading single mothers and is inferring that single mothers raise bad children.  

Two-step flow model

1) Summarise the two-step flow model. In your opinion, is the two-step flow theory still relevant today?

2) How does this YouTube blogger fit into the two-step flow model?

3) How this this Telegraph article on influential tweeters fit the two-step flow model?

4) Read this BBC profile of Jamal Edwards. How does Jamal Edwards link to the two-step flow model?

1) The two-step model involves a person in a high position in the media that has a view and perspective and influences other people through the use of media. This is more of a social aspect rather than the media as a whole. 

2) This YouTube blogger fits into the two-step flow model as he is influencing people's thoughts on the game which gives them a bias view and will influence their decision if they are going to buy the game. 

3) This Telegraph article on influential tweeters fits into the two-step model as people like One Direction have a wide fan base and have a lot of followers and therefore they influence people's decisions and thoughts. People follow them as they have more status. 

4) Jamal Edwards links to the two-step flow model as his YouTube channel has a lot of subscribers and therefore could influence what music people listen to or what they prefer to view on YouTube. 

Uses and Gratifications theory

1) For each of the four categories, write about one media text that fits that particular audience use or pleasure. Make sure you explain WHY it fits the category and use images or clips to illustrate your points.

1) Diversion: escape from everyday problems and routine - entertainment.

       

This is an animated Tv show and is mostly used as a diversion for young adults. This could be used for pleasure and humour as this is a distraction from things like school, work or normal daily things like house work as this stimulates the mind and puts the audience in a place where they can enjoy some humour. This fits the category as people often watch this Tv show as it is comical and depicts a typical American family in some ways. This is also an animation, which is not real, and therefore people will can get lost in the fantasy and forget their problems. 

Personal Relationships: using the media for emotional and other interaction (e.g. developing affection for characters in TV)

This is television show that explores the lives of a group of suburban college kids. People may watch this as it is dramatic and resembles something that could happen in real life. Some people may develop affection for the characters through their experiences in the television show. For example, if someone dies in Hollyoaks, people that like the character will feel remorse over their death. This fits the category as people often engage in this programme as they relate/ sympathise with one of the characters and what they are going through. 

Personal Identity: finding ourselves reflected in texts or learning behaviour and values from the media. Reality TV or documentary (Educating Yorkshire) are good examples.

This is a documentary on gangs in the United Kingdom. This fits this category as people in gangs can relate to this television show and learn from the people in this and their experiences. Also, people that are not in gangs can learn from this and be informed / understand what is going on in gang life and this may deter them from being in a gang or teach people how to spot a gang member.

Surveillance: Information useful for living (e.g. Weather, traffic news, holiday bargains etc.)

This is used to see what the weather would be like in the oncoming days/ weeks. People to view the weather to be able to see what the weather would be like to prepare for it or base their plans around what the weather would be. This fits the category as this is useful information that helps people to know what the day's weather holds for them and to give an indication on what to expect which is therefore helpful for living. 

Genre

Genre

Media Factsheet 03 - Genre: Categorising texts 

1) What example is provided of why visual iconographies are so important?

2) What examples are provided of the importance of narrative in identifying genre?

3) What is the difference between character representation in action movies and disaster movies?

4) What are the different ways films can be categorised according to Bordwell?
5) List three ways genre is used by audiences.
6) List three ways genre is used by institutions or producers.
7) What film genre is used as an example of how genres evolve? What films and conventions are mentioned?

1) Visual iconographies are so important as this can make the film and TV genres             recognisable through the code and conventions that is displayed through the film. The example that is used is Westerns. Film Westerns and TV Westerns share the same codes and conventions which makes the genre identifiable. 

2) Narrative is important in identifying genre as it makes it clear what the aim of the narrative is to the audience. Genres and narrative share characteristics which makes them identifiable. The examples provided is in soap operas the story line might take long to develop as it will be one of many story-lines to develop and therefore could be easily identified. Also, sit-coms will have humour in the situation and therefore can be identifiable. 

3) The difference between character representation in action movies and disaster movies is that in action movies the hero normally is working alone to fight villains or save the world. Whereas in disaster movies the hero is normally within a group of people.

4) The different ways films can be categorised accorded to Bordwell is 

    Period or Country eg - US films of the 1930s 

    Director / Star eg - Ben Stiller Films

    Technical Process eg - Animation

    Style eg - German Expressionism

    Series eg - Bong

    Audience eg - Family Films

5) -They use prior knowledge to anticipate what they will feel towards the text. 

    -They compare a text to another through its shared characteristics. 

    -They use their knowledge to reject a text - may dislike genres.

6) Genre is used by institutions or producers - 

    - Production

    - Attracting an Audience

    - Marketing Texts 

7) The film genre that is used as an example of how genres evolve is the gangster genre.         The genre focuses on groups of criminals, often romanticises the gangster lifestyle and         the texts within the genre of violence and conflict between police and criminals. They also     focus on the gangster community. 

Read Media Factsheet 126 - Superheroes: A Genre Case Study
1) List five films the factsheet discusses with regards to the Superhero genre.
2) What examples are provided of how the Superhero genre has reflected the changing values, ideologies and world events of the last 70 years?
3) How can Schatz's theory of genre cycles be applied to the Superhero genre?

1) - Avengers Assemble

    -Scott Pilgrim

    -Chronicle

    -Super

    -Guardians Of The Galaxy

2) The examples used to show how the Superhero genre has reflected the changing values, ideologies and world events over the last 70 years are Superman, Batman X-Men and Spiderman. 

3) Schatz's theory of genre cycle is applied to the Superhero genre as the codes and conventions are first established and where there is a narrative of the typical superhero genre and therefore this is innovation. After this, the conventions are repeated and it becomes classical for example in Spiderman, Spiderman TV programmes and games are made and these products copy the conventions of the original Spiderman film. The film then becomes a where parody there is humour presented and the codes and conventions become more cliche which slightly deters from the actual Superhero genre. The genre then goes through the deconstruction part of the cycle where the genre is experimented with to establish new or different conventions by making things like comics/ other films and exploring dis-similar conventions to be presented in that particular product.   

Own genre analysis using the model provided by media theorist Daniel Chandler. 

Film I am analysing: Ouija - Origin Of Evil

General
1) Why did you choose the text you are analysing?
2) In what context did you encounter it?
3) What influence do you think this context might have had on your interpretation of the text?
4) To what genre did you initially assign the text?
5) What is your experience of this genre?
6) What subject matter and basic themes is the text concerned with?
7) How typical of the genre is this text in terms of content?
8) What expectations do you have about texts in this genre?
9) Have you found any formal generic labels for this particular text (where)?
10) What generic labels have others given the same text?
11) Which conventions of the genre do you recognize in the text?
12) To what extent does this text stretch the conventions of its genre?
13) Where and why does the text depart from the conventions of the genre?
14) Which conventions seem more like those of a different genre (and which genre(s))?
15) What familiar motifs or images are used?

1) I chose this text to analyse as I have watched this film recently. 

2) I encountered it this film in the cinema. 

3) The influence that this context has on my interpretation of the film is that it would be         scarier than if it was watched at home and there will be more of a scary environment.

4) I initially assigned this film to being a thriller.

5) The experience with this genre is normally fear and paranoia. 

6) The subject matter is revolved around the Devil and the theme is a young girl getting possessed and causing havoc. 

7) This content is typical of the genre that this film is in (horror) this is normally orientated around abnormalities due to devil activity. 

8)The expectations that i have about texts is this genre is that it is going to be scary, shocking and unanticipated. 

9) There is formal generic labels where something that will make you jump happens and you are prepared for it but not sure when it is going to happen - a lead up. Also, a character in the film acting out of the ordinary.

10) Other have given the text the generic labels of fear in characters, escaping and non human entity. 

11) The convections that are recognisable in the text is the type of setting - somewhere gloomy, normally a house, dark colours like red and black, Supernaturalness, weapons and terror. 

12) This film does not stretch the conventions of this genre very much. It sticks to the main objectives of a horror film. 

13) The film departs from the conventions of a horror where a character in the film develops romance with the another character. 

14) The conventions that seem more like those of a different genre (comedy) is a bit of humour in the film where the mother enters the room and a character screams for a long period of time making it quite humorous. 

15) A familiar motif that is used is the ouija board. 

Mode of address
1) What sort of audience did you feel that the text was aimed at (and how typical was this of the genre)?
2) How does the text address you?
3) What sort of person does it assume you are?
4) What assumptions seem to be made about your class, age, gender and ethnicity?
5) What interests does it assume you have?

1)  The audience that this film was aimed at is young adults and adults. This is typical of the drama as there is scenes that are inappropriate for young children. 

2) This does not address to me but went to see this film for entertainment purposes. 

3) By me going to view this film it assumes that i am a person that likes risks and seeks thrills.

4) The assumptions made about middle class is that they have money, are well - off, comfortable and educated. The assumptions made bout my age is that we are trouble-makers, rude, noisy and carefree. The assumptions made about my ethnicity is that we are aggressive, assertive and uneducated. 

5) The interests that this film assumes that i have is that i like watching movies, enjoy paranormal activities. 

Relationship to other texts
1) What intertextual references are there in the text you are analysing (and to what other texts)?
2) Generically, which other texts does the text you are analysing resemble most closely?
3) What key features are shared by these texts?
4) What major differences do you notice between them?

1) The intertextual reference that are in this films are books, music and television shows. 

2) Television shows that are horrors like the ghost inside my child and resembles this film closely as they are both to do with supernatural things overtaking a child. 

3) They key features shared by these texts are ghost, unnatural events and the need to restore the child that is possessed. 

4) The major differences between them is that they the supernatural entity in the film does evil and mimics the personality traits of other people for a greater bad cause whereas the TV show explores a child that can obtain other people's memories that is not for a bad cause. 

Psychographics

Psychographics

First, create an example couple that represents your psychographic group (just like the Mosaic profiles).

Tell us a bit about the couple – who they are, where they work/study, what they like doing in their spare time. Bring them to life.

Print: What newspapers/magazines does your group read (if any)? Is this on paper or tablet?

Broadcast: What TV programmes/channels do your group watch? Radio stations? TV package –Freeview or Sky? Films?

E-Media: What technology do they own? What websites do they visit (if any)?

Psychographic group: ASPIRERS

Jade (22) and Stephan (25) met whist modelling in Paris for Paris fashion week and admired the fashion that they both possessed outside of their modelling careers. When they started talking they realised that they were both really into the brands 'BAPE' 'Adidas' 'Gucci' 'Nike' and 'Supreme.'  Stephan studied in a comprehensive school in Manchester and then went on to work in the sports shop 'JD Sports' before he wanted to go into modelling. Jade dropped out of school when she was 15 as she didn't value school and their uniform but ended up getting scouted by a Select model and now is one of the world's leading female models. They both went on to work in the fashion business as models but as Stephen is not as recommended as Jade he works as a photographer for Timpson LTD in London when he is not modelling. They spend most of their time together looking at clothes and trainers online but in their separate spare time Jade goes on numerous shopping trips to the most high end fashion shops in the country and takes pride in her appearance and Stephen seeks ways to have a higher fashion and have a unique style compared to everyone else, even if that means buying something at a high price that is not as worth it. However, they both listen to a lot of music in their spare time and put in a lot of time on their appearance during the day. 

Jade enjoys reading Vogue magazines and Cosmopolitan in her spare time and watches MTV and programmes like Make Me A Supermodel, Victoria Secret Fashion Show, MTV Music Awards and Keeping Up With The Kardashians on her Sky Broadband. She also has the latest iPhone 7, an Apple Watch, An iPad, Macbook and a 52" smart curve TV. She visits websites like Puma, Nike, BAPE, Asos, Supreme and etc.. 

Stephan only reads the GQ Magazine where he enjoys looking at style advice and tips, sexy women, entertainment and culture news. He also likes watching Top Gear and Dare Devil in particular on Netflix and owns a Macbook Air, iMac desktop, iPhone7 plus and a Samsung 3D TV. Stephan enjoys going on websites like Topman, Zara, Adidas, Nike, BAPE, BOOHOO Man and other high end clothing stores like Rolex and Louis Vuitton.