Regulation: Theoretical Ideas

‘MEDIA EFFECTS DEBATE’

Research Activity:

TASK: Research the following theories relating to the

Media Effects Debate – Feedback next lesson.

O Cultivation Theory

O Uses & Gratification Theory

O Copycat Theory

O Desensitisation Theory

O Catharsis

OIt is unclear that there is any link between the consumption of

violent media texts and violent imitative behaviour.

OIt is clear that passive theories are flawed as many people

watch violent or troubling texts and appear to not be influenced.

OTherefore active theories are more easily applied to modern

day/contemporary texts.

Things to Consider:

CultivationTheory

Definition: The theory focusses more on how the media affects peoples attitudes rather

than actions. Over exposure to films/television shows can blur an audiences sense of

reality

the real world: George Gerbner

The theory, developed by George Gerbner, claims that “Persistent long term exposure to

television

content has minimal but measurable effects on the perceptual worlds of audience members”.

By comparing the attitudes of heavy, moderate, and light media users, Gerbner found that heavy

media users had an attitudinal misconception called mean world syndrome. Overestimating how

much violence actually occurs in their communities and the rest of the world, especially when

compared to less media users ‘realistic’ world.

The more exposure to TV over time, TV will eventually "cultivate" viewers perception of reality.

The

theory assumes that the audience is passive in nature, therefore the media has a big influence on

their ideas and life choices and that eventually our views of the world will come to resemble that

of

The medias. People's choices and values will mainstream.

Cultivation Videos

O https://www.youtube.com/watch?v=vyggB5WoR30 (Charlie Brooker)

O https://www.youtube.com/watch?v=Vw9DsOA1Y-w (Video Gaming)

O https://www.youtube.com/watch?v=2d4sS7NLC4I (Family Guy Stereotyping Activity)

APPLY THE THEORY

CULTIVATION THEORY

Uses & GratificationTheory

Definition: “Uses and Gratification model/theory suggests that people use the media and its many

texts, to their advantage and in order to meet their individual needs. – Denis McQuail(1972)

Cognitive Needs (Surveillance): People access the media (newspaper, magazines, TV, internet, etc.) to acquire specific information. They want to gain more knowledge, on a certain event or topic.

Affective needs (Personal Identity): People use the media to satisfy their emotional needs. In most cases, television is the best form of media to please affective needs. We find ourselves relating to the people on TV. We sympathize when something bad happens to them or we celebrate their victories with them.

Personal Integrative Needs (Relationships): Media such adverts on TV fulfil our self esteem. People will change their lifestyle to be cool as according to the media and advertising help them do this.

Social Integrative Needs (Relationships): Social networking sites such as Facebook and Twitter satisfy social integrative needs. These sites let you know what their peers are up too, relationship statuses etc.

Tension Free Needs (Diversions/Escapism): People may use tension free needs as an outlet. The media can help a person escape and relieve tension. A person can relax while consuming their favourite song/show/film etc.

Uses & Gratification Video

O https://www.youtube.com/watch?v=6y-

h5lNol-0 (Theory Overview)

APPLY THE THEORY

USES & GRATIFICATION THEORY

CopycatTheory

Definition: Audiences will copy what they see in a media text. It refers to the how the

media

can influence and affect the audiences behaviour and how they think.

Strengths:

The influence of this theory is how it psychologically prays off the fears and concerns of parents

as

well as many independent commissions and engages their parents to more actively monitor the

Media that they use. This not only covers movies, but also video games, especially with

underage

gaming on the rise, with games such as GTA & COD being predominantly played by young

people.

Weaknesses:

The main weakness is the opinion of the people regulating their children, as the preconception of

danger varies from person to person, so one person's horror movie is another's comedy.

Additionally,

while short term effects of the media are easily monitored, the long term are not so easily

monitored,

and therefore the theory cannot be proven correct.

Examples:

The most notable example as discussed earlier is the Jamie Bulger murder case (Blamed on

Child

Play 3). Additionally there are multiple cases of children with short tempers due to constant

TASK!

O Head into the Mac Room and research

any:

O FILMS

O TV SHOWS

O VIDEO GAMES

O That have been blamed for individual

public actions (Murders, attacks etc.)

APPLY THE THEORY

COPYCAT THEORY

Desensitisation

Definition: The desensitisation theory believes that the more violence viewers are exposed

to in the

media over a period of time, the less sensitive we become to it. The violence no longer

seems to

bother them or bothers them less than it did before.

The theory continues on from the copycat theory, it is a behavioural state and people may

experience

desensitisation after being exposed to so much violence in the media, it may not have a strong

emotional impact on them anymore in the media world.

The issue is that this desensitisation may occur when something violent happens in real life, the

viewer can become immune to the general shock of these action, making them too comfortable

and

possible able to perform these acts as they are no longer affect emotional by them anymore.

1973 – The Exorcist1974 – Texas Chainsaw Massacre

2010 & 2011 – Human Centipede 1 & 2Banned films that are now available due to social change, this is known as

‘RATINGS CREEP’.

Desensitisation - Video

O https://www.youtube.com/watch?v=Dj0ybg

DDIpg (Violence in the Media)

O https://www.youtube.com/watch?v=HiqBZ

pfNQf8 (CBN Interview)

O https://www.youtube.com/watch?v=mN4pz

aOi6Oo (Comedy Sketch)

APPLY THE THEORY

DESENSITISATION THEORY

CatharsisTheory

Definition: Catharsis is an emotional effect experienced by people who use the media to

purge or cleanse negative emotions, such as fear or anger.

Is Viewing Violence Cathartic?

The large amount of violence in the mass media is often justified by the concept of catharsis. The

word catharsis comes from the Greek word ‘Katharsis’, which literally translated means ”a

cleansing

or purging." The first recorded mention of catharsis occurred more than one thousand years ago,

in

the work Poetics by Aristotle.

Aristotle:

Aristotle taught that viewing tragic plays gave people emotional release (Katharsis) from negative

feelings such as pity, fear, and anger. By watching the characters in the play experience tragic

events,

the negative feelings of the viewer were presumably purged and cleansed. This emotional

cleansing

was believed to be beneficial to both the individual and society.

As a result, watching aggressive media output, it is proposed, does not make viewers more

aggressive; quite the contrary -- since the vicarious aggression experienced through the media

purges

the viewer of aggression, the result of watching violence is less aggression.

APPLY THE THEORY

CATHARSIS THEORY