MIGRAIN: Audience theory 2 - the effects debate

Forming opinions on the effect the media has on audiences is a crucial aspect of A Level Media Studies.

There are a range of theories we need to learn to help develop our understanding and opinions of this topic.

Audience theory 2: notes

Bandura: Social learning theory
Albert Bandura’s social learning theory came from an influential psychology study involving a bobo doll and children’s behaviour after observing violent acts. 

Social learning theory suggests people learn from one another, via observation, imitation, and modeling.

Stanley Cohen: moral panic
Moral Panic occurs when someone or something is defined by the media as a threat to society. The term was created by Stanley Cohen.

Cohen suggested in his 1972 book ‘Folk Devils and Moral Panics’ that a moral panic occurs when a “condition, episode, person or group of people emerges to become defined as a threat to societal values and interests”.

Cohen suggested the media plays an important role in creating moral panic, even if just through news reports.

Cohen defined his five stages of moral panic as:

1) Something or someone is defined as a threat to values or interests
2) This threat is depicted in an easily recognisable form by the media
3) There is a rapid build-up of public concern
4) There is a response from authorities or opinion makers
5) The panic recedes or results in social changes




Technopanic: the modern moral panic
A technopanic is simply a moral panic that focuses on something linked to new technology.

George Gerbner: Cultivation theory
George Gerbner researched whether watching television influences the audience's ideas and perception of everyday life. 

Cultivation theories suggest that TV viewing can have long-term, gradual but significant effects on the audience’s attitudes and beliefs (rather than behaviour).

Gerbner’s Cultivation theory states that high frequency viewers of television are more susceptible to media messages and the belief that they are real and valid.

Heavy viewers are exposed to more violence and therefore are affected by the Mean World Syndrome, the belief that the world is a far worse and dangerous place than it actually is.

Source: Mass Communication theory

Audience theory 2: blog tasks

Create a new blogpost called 'Audience theory 2 - blog tasks' and work through the following tasks:

Theory questions and your opinion

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?

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.

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?

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.

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

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.


The effects debate: Media Factsheet

Complete the following tasks using Media Factsheet 030 - The Effects Debate available on the Media Shared drive. You'll find it in our Media Factsheet archive: M:\Resources\A Level\Media Factsheets. Remember, you can't access these at home so make sure you save the factsheet to a USB/Google Drive or email it to yourself so you can complete the work at home.

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?')

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

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

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

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?

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

Finish for homework if you don't complete it in the lesson: due next Monday.