Transcript Media effect models

“If one conclusion I possible it is that
the jury is still out. It’s never been in.
media violence has been subjected
to a lynch mob mentality with almost
any evidence used to prove guilt”.
Title: Evaluating the hypodermic syringe
Define the following key term (2 marks)
Disinhibition
Hypodermic syringe
Desensitisation
Copy Cat crime
Marcuse Frankfurt School, Gauntlett
, Dines, Gerbner, Orbach and Wolf, Norris, Bandura, McCabe
and Martian, Newson, Fesbach and Sange,
For
 Gerbner (Hollywood films causing violence)
 Non-violent behaviour occurs Orbach and
Wolf
 Dines- pornography
 Marcuse Frankfurt School- directly injected
the mass culture (Marxist)
 Norris- voting behaviour
 Bandura
 Dishinibition- McCabe and Martian
 Newson- Drip Drip effect- Censorship
Against
 Fesbach and Sanger – Catharsis Private
school and residential homes.
 Sensitisation- Empathetic
 Gauntlett- critical as research carried out in
the lab Morrison- realism- experiments failed
to put the scene into contact
 Belson showed violent teenagers violent
clips and they acted positively towards
them- Gauntlett says this is backwards and
this only shows us their viewing preferences
rather than effects on behaviour.
Sociology Review Article Questions
 Why has the amount of television sets decreased in the UK? Why might this lead to more copycat
crimes? (2+3
 How many violent acts might an average 18-year-old in America have seen on TV? (4+5)
 Why is crime disproportionately presenting in the news and television shows? (6)
 Copycat crime (Paragraph 1)- What media effect model is being alluded to here?
 Why do the media spend so much time reporting on the effects of media influence on crime? (3)
 Why is Jewkes concerned about the influence of the media and how does she prove that advertisers
believe in the power of the media? (4)
 James Bulger- How might the news clip from the independent on page 2 and the Judges’ comments in
the paragraph above link with Gauntlett view that the hypodermic syringe model is ineffective at
examine the effects of the media on individuals?
 Why did the Judge disallow evidence relating to Scream in the trial ‘Scream Murder’?
 What does Coleman suggest about research done on copycat crime?
 What method does Surette use and what are the findings of this research?
 What other factors might lead to violent crimes other than the media?
Does the media create violent criminals?
Millwood Hargrave
Found no confusion in children's minds between
fictional and real-life violence.
Children know not to imitate ‘real violence’ but might
act out fictional violence.
This proves children are not as vulnerable as the
hypodermic syringe suggests
https://www.youtube.com/watch?v=EB-vNz9GGgg
Do children question what they see
online?
 Kayleigh's love story
 Ofcom report- Children and Patterns: Media attitudes
 Children may lack understanding of what they see online
 More likely to believe what they see on social media sites (YouTube/Facebook etc.)
 Only 52% of children 12-15 know YouTube is funded by advertisements
 47% know that ‘vloggers’ get paid to endorse products
How common is for a teenager to ‘sext’
 Public Policy Research 2014
 Sending sexually explicit content is part of everyday life for almost ½ of British teenagers
 Most of the survey saying there is “nothing wrong” with looking at pornography
 The survey found that teachers rank pornography as a higher source of ‘education’ for
the teenagers than their parents
 They suggested pornography put pressure on them to act a certain way
Scapegoating
 Columbine massacre (research and find some of the influences the
media blamed)
 How could these influences prove the hypodermic syringe model?
 What factors might not have been taken into account?
Michael Moore
 The media is blamed for the massacre because it makes more
sense than blaming ten-pin bowling which both killers were keen on
and had done before the killing. It was easier to blame media
influences rather than other factors which might have been
politically sensitive.
 https://www.youtube.com/watch?v=cYApo2d8o_A
 The media might have an influence but it’s rarely the sole influence
Ferguson
 Youth violence in the US has fallen by 83% in the past 2 decadesdespite an explosion in violent computer games. He argues that
these games give individuals how might be violent on the street
another outlet for their behaviour and therefore have had a
positive influence on society.
Concluding thoughts
 Support and evidence to support the hypodermic syringe is weak, anecdotal ore done in
an artificial setting
 Studies where TV is a ‘new’ technology have found minimal influences on youth behaviour
 Charlton – research on the island of St Helena which got TV in 1995 found no evidence of
imitation, disinhibition of desensitisation after it had been introduced.
 Cumberbatch looked at over 3500 studies into the effect of screen violence (TV film,
video, computer games) “if one conclusion I possible it is that the jury is still out. It’s never
been in. media violence has been subjected to a lynch mob mentality with almost any
evidence used to prove guilt”.
Media effect models
 Hypodermic syringe (Covered)
 Active audience approaches
 Two step flow (Kiera)
 Selective filter (Gabby)
 The uses and gratification model (Katie)
 The reception analysis model (Leticia)
 The cultural effects model (Paige)
 Postmodernist Model (Ellie)
Create an A4 sheet on your given model
Using images and diagrams to illustrate
your work.
Use interesting text, images and colours to
make your work stand out. Put quotes or
key terms in bold etc.
Marcuse
“The hypnotic power of the mass
media deprives us of the
capacity for critical thought
which is essential if we are to
change the world”
Mind mapping notes
https://www.youtube.com/watch?v=NBfi8
OEz0rA
What do you think of this clip?
How might these different people view
it?
Child under 5
Person over 65
https://www.youtube.com/watch?v=nPEn
5k55g-o
https://www.youtube.com/watch?v=Wf6om
uz1MrM
Which theory might this support?
Active Audience Approaches
Media content not leading to desensitisation or imitation.
Critical because the audience are not homogenous- they
have very different features
What might these be?
Active Audience Approaches see the audiences
as being active and suggest they have
considerable choice. Audiences are not passive
and choose how to interpret and respond to the
media they see.
What theory does this link too?
https://www.youtube.com/watch?v=DlJh
KaOK8yY
 Use this example to decode the rest of your work this lesson
Active audience approaches
Two step flow (Kiera)
Selective filter (Gabby)
The uses and gratification model (Katie)
The reception analysis model (Leticia)
The cultural effects model (Paige)
Postmodernist Model (Ellie)
By the end of
the lesson you
should be able
to give me a
definition of
each model!
Two step flow (Kiera)
 https://www.youtube.com/watch?v=csGHExeP3uA
So who are opinion leader?
Why are they more influential than the media?
How might this link to subcultural theory views of crime?
Article
Who are the key sociologists who suggested that ‘opinion
leader’ are more influential than the media?
What are the 2 stages of the 2 step flow model?
Are audience members directly influenced by the media
in this approach?
Evaluation of the model- do you think its accurate?
Criticisms- do you think it has any merit?
The selective filter model
 http://lessonbucket.com/media-in-minutes/the-reinforcement-theory/
 Klapper- for the media to have any influence it must pass through the following filters
1. Selective exposure
2. Selective perception
3. Selective retention
Research these elements of the model and try to put them in your own words
Explain how Postman’s ideas they we live in a 3 minute culture might link to this.
The uses and gratification model (Katie)
 https://www.youtube.com/watch?annotation_id=annotation_3188433585&feature=iv&src
_vid=gJd1rkDoURA&v=Vn9_0mTfT3Y
 Diversion
 Personal Relationships
 Personal Identity
 Surveillance
The reception analysis model (Leticia)
 https://www.youtube.com/watch?v=gJd1rkDoURA
 Preferred (dominant) reading
 Oppositional reading
 Negotiated reading
 Media is polysemic- one type of reading or interpretation
 Morley
 Hall
The cultural effects model (Paige)
Marxist
Ideological messages transmitted through media
Postmodernist Model (Ellie)
 Media is central to the creation of postmodernity
 They offer choices
 Search for true self helped by media
 Extension of reception analyst
https://www.youtube.com/watch?v=8ZBz
6-yF-ZE
 https://www.youtube.com/watch?v=yN4FgBXoVg8
 https://www.youtube.com/watch?v=qvgURfZMGoQ
‘There are many models that seek to explain
how the relationship between the mass
media and their audiences operates, but
none is fully convincing.’ To what extent do
sociological arguments and evidence
support this view?
Identify and briefly explain three arguments put
forward by sociologists to support their claim that
exposure to media violence does not make
people violent.
 ‘There is a direct link between the violence and anti-social behaviour shown through the
mass media and the violent behaviour of some individuals and groups in society today.’
To what extent do sociological arguments and evidence support this view?