Audience theory 2
Notes:
Bandura: Social learning theory:
Albert Bandura’s social learning theory was based on 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 the media defines someone or something as a threat to society. Stanley Cohen created the term.
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.
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.
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 think that the media can influence behavior by normalizing violence, but it’s not the only cause. Other factors like upbringing, mental health, and social conditions also contribute to this. Violent media may desensitize people or encourage imitation, but not everyone is affected in the same way.
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.
Young people often learn behaviors from influencers, viral trends, and social media platforms like TikTok or YouTube. For example, prank videos can encourage reckless behavior, while positive trends like environmental challenges can inspire good actions.
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.
Technopanics include fears of:
- Privacy loss through smartphones.
- Gaming and social media addiction.
- Cyberbullying harms mental health.
5) Do you think the internet should be regulated? Should the government try and control what we can access online?
Yes, I think harmful content like hate comments should be controlled, but I also think overregulation can lead to censorship.
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.
Gerbner’s cultivation theory suggests that prolonged exposure to media shapes viewers' perceptions of reality. In the digital age, the internet may make people more fearful by spreading sensationalist news, conspiracy theories, and online abuse. For example, excessive exposure to stories about cybercrime or trolling might make users overly paranoid. On the other hand, spending too much time on the internet may also desensitize individuals to online threats, making trolling or abusive behavior appear normal. I think that society must address the psychological impacts of digital media through education.
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. You can also access it via your school Google login here.
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?')
I don't play violent games but I think that playing violent games doesn’t necessarily lead to violent behavior.
I think that violent games can influence some individuals but it does depend on other factors eg: upbringing.
I think that Media should be regulated to some extent to prevent harmful or extreme content from influencing vulnerable people. However, overregulation might limit creativity.
2) What are the four categories for different effects theories?
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 was a school shooting at Columbine High School in Colorado. Two students, Eric Harris and Dylan Klebold, killed 13 people and injured many others before committing suicide. The tragedy sparked debates about the influence of violent video games, music, and media.
5) What are the reasons listed on the factsheet to possibly explain the Columbine High School massacre?
- Mental health issues: The shooters struggled with depression and anger.
- Social isolation and bullying: Both students reportedly faced bullying at school.
- Media influence: The shooters were fans of violent video games and movies.
- Access to firearms: They had easy access to guns and explosives.
- Cultural factors: Some blamed a lack of parental guidance or societal desensitization to violence.
6) How does the factsheet describe Gerbner's Cultivation theory?
Gerbner’s theory suggests that long-term exposure to media, especially TV, shapes how people see the world. For example, people who watch a lot of violent shows may believe the world is more dangerous than it actually is ("mean world syndrome").
7) What does the factsheet suggest about action films and the values and ideologies that are reinforced with regard to violence?
Action films often portray violence as heroic or necessary to achieve justice. This reinforces ideologies that violence can be justified if it’s for a good cause. It may also suggest that aggression and dominance is a desirable trait.
8) What criticisms of direct effect theories are suggested in the factsheet?
10) What examples are provided for Hall's theory of preferred, negotiated and oppositional readings?
- Preferred Reading: Watching a superhero movie and agreeing with its message about good defeating evil.
- Negotiated Reading: Enjoying the superhero movie but feeling uncomfortable with its violence.
- Oppositional Reading: Rejecting the movie’s glorification of violence and questioning its moral message.
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