LO6 revision

 Media effects

Media regulation

Statement to answer or a question

Statement: media effects or regulation

Answer the question first in the first line 

Support and argue against theories in every paragraph.

5 Marks for theory and terminology

10 marks for examples

5 marks for understanding

(how does instagram back up stereotypes, violence, representation of men, representation of women. BBC 2019- Scrolling on your phone through Instagram causes you to have negative thoughts about your body when comparing to other people)

Media effects:

Passive audience theory:

Audience cant think for themselves and we believe everything we see

Hypodermic syringe - Implies that media has a negative impact. Mass audience believe everything that they see/hear as part of the culture industry

Cultivation theory - By repetitive viewing of violent images the audience may bevome immune towards negative an/or violent representations, as per the ideas about desensitisation (Gross & Gerbner 1976)

Moral panic theory (stanley cohen 1972)

An instance of public/mass media concern or panic in response to a media product that is regarded as threatening to certain groups or debasing agreed moral standards with society. Demonising groups- ethnic/ youth folk devils

Active audience theory:

Uses and gratifications theory: People use media for their own puroposes and they are able to recognise fantasy v reality.

- escapism (use example of film that allows you to escape)

- Surveillance 

- buidling personal relationships

- building personal identity

Encoding/decoding model - Audiences have different readings based on their own upbringing, culture, political standpoints. There are three positions and audience may take.

- Preferred reading: dominant viewpoints

- Negotiated reading

- Oppositional reading

Fandom - Henry Jenkins

Audiences have developed relationships with media products to the extent that they add meaning of product through an immersive relationship. Textual poaching and engaging and creating the products (example: minecraft (building communities))

End of traditional audience - Clay Shirky 2008

The nature of the traditional audience has changed because of digital high tech- audiences communicate with the media.

Internet forums such as blogs or vlogs