I don't usually play violent video games and I like to think that I'm not a violent person at all in real life.
1b) Do you ever see a product advertised on TV or on the internet and decide you want to buy it?
It is more likely that I would be attracted to products advertised online as I use the internet more compared to the TV. However, most of the time, if a product is advertised well and appeals to me, I am drawn to wanting to buy it.
1c) Have you ever seen a documentary which has drawn your attention to an issue which you now feel strongly about?
Yes, several instances of this have happened. For example,
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?
Horror films, rock music and video games.
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 refers to the school shooting that took place in Columbine High School.
5) What are the reasons listed on the factsheet to possibly explain the Columbine High School massacre?
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. It claims that when attitudes are repeated, they become normalised or naturalised and then accepted, making people desensitised.
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 is the claim that all 'under-5s' fit into that assumption or category.
8) What does the factsheet suggest about action films and the values and ideologies that are reinforced with regards to violence?
An action film is likely to contain violence for a ‘good’ reason is acceptable or violence for a ‘bad’ reason must be punished.
9) What criticisms of direct effect theories are suggested in the factsheet?
The hypodermic syringe modelled is criticised for making simplified judgements about the audience. However,
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?
Today, this show appears to many modern viewers as racist and offensive. Times have changed and so have
people’s attitudes and values. What was acceptable as the topic for comedy some decades ago, no longer is today.
11) What examples are provided for Hall's theory of preferred, negotiated and oppositional readings?
An example he uses is the fact that The Sun and The Guardian report the same ‘facts’ very
differently.
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.
The pluralist view which sees media as free to present whatever point of view they wish and audiences being equally free to interpret the ideas they are presented with. This view sees the audience, not as a manipulated mass, but as individuals who have the ability to interpret the media or form opinions based off of it
as they please.
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