Audience Theory

Audience Theory

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

I do play games that have violence such as Call of Duty and I do tend to watch violent films however I am not violent in real life.

2) What are the four categories for different effects theories?

The four categories for different effects theory is the Direct Effect theory, the Diffusion Theory, the Indirect Effect theory and the Pluralist Approach theory.

3) What are the examples provided for the hypodermic needle theory - where media texts have been blamed for certain events? 

Marilyn Manson's music was blamed for the Columbine shooting this was because students reported that Klebold and Harris were fans of Manson. Also, the movie Child's Play  was blamed for the death of Jamie Bulger  and the Natural Born Killers was a number of murders committed by romantically linked murders.

4) What was the 1999 Columbine massacre? 

The Columbine High School massacre was a school shooting that occurred on April 20, 1999, at Columbine High School in Columbine.

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

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?

Cultivation theory examines the long-term effects of television. "The primary proposition of cultivation theory states that the more time people spend 'living' in the television world, the more likely they are to believe social reality aligns with reality portrayed on television."

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

The front page links to Cultivation theory as it changes the viewers attitudes towards things such as TV's and telephones. The big bold heading makes it seems as though this is a major problem and makes it seem as something that can't be prevented which further links to Cultivation theory. This would also make the viewer fearful towards younger children watching TV or being on telephones which can be shown in the word "glue", making it seem like it's an addiction or something that they can't stop once they start doing which also links to Cultivation theory as their attitudes are influenced by the media which in this case is the Newspaper.

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

Whilst some people do act violently, many do not and in today’s culture it is almost impossible to avoid violent representations. This seems to support the view that the media does not directly cause people to act a certain way.

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

The Hypodermic Syringe Theory is often used as a method of scapegoating and some types of texts seem to get blamed more than others such as horror films, rock music and video games.

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?

Some texts from the past seem very strange to us. A very popular sitcom in the 1970s called Love Thy Neighbour appears to many modern viewers, 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.

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

The dominant reading: an acceptance of the intended meaning

A negotiated reading: a broad acceptance of the intended meaning but with
some personal modification

An oppositional reading: an understanding of the intended meaning but a rejection

of it in favour of one created by the individual


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.

So that the viewer is able to come up with their own view or opinion on something for example, if they are watching something or reading something, they should understand what the message of the book or film but should have their own understanding or view.