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Relationship between media, content, presentation and audiences - Coggle…

- - - - Deterministic: assumes we do not have free will and do not exercise choice
      - Reductionist: reduces a very complicated relationship with the media down to a “cause and effect”
      - Assumes that the audience is homogenous and will all react in the same way- by mindlessly accepting media content. However:
        
        Selective exposure= people choose what they want to watch
        
        Selective perception= people can reject things they don't agree with
        
        People differ based on age, class, maturity, intellect, culture
        
        Family background: different watching patterns, content
  - - - There is a direct correlation between the violent behaviour shown on TV, computer games etc and anti-social and criminal behaviour in real life
      - Bandura's Bobo Doll experiment: Kids were shown videos of a woman behaving violently towards a Bobo doll, were found to mirror her violent actions. Concluded that violent media content can lead to imitation and copy cat behaviour
      - Murder of James Bulger associated with the film "Childs Play 3", the 2 boys had watched it before they murdered the toddler and his death was similar to the death in the film
      - McCabe and Martin (2005): imitation is a likely outcome of media violence because media often portrays violence as heroic.
      - Evaluation:
        
        Buckingham (1993): Children are sophisticated media users, can distinguish between fictional and real violence, found a sophisticated interpretation, not just docile acceptance
        
        Fesbach and Sanger (1971): Screen violence provides catharsis, it is an outlet for violent emotions. Boys were fed a diet of TV for 6 weeks, those who had only seen aggressive TV were less aggressive
        
        Cumberbatch: Scapegoating the media: there is not enough direct evidence to prove the media is responsible. Fails to account for other factors that are more influential in causing violence such as exposure to real family or community violence, mental illness, drugs, peer influence
    - - Newson's findings have influenced more censorship:
        
        Video Recordings Labelling Act 1985: resulted in all videos/ DVDs being given an age certification
        
        Introduction of a 9 o'clock watershed
      - OFCOM survey 2008: ⅔ of young people aged12-15 claimed that violent computer games had affected their behaviour
      - Morgan (1980): there is a causal link between pornography and sexual violence
        
        Dworkin (1990): pornography trivialises rape and makes men “increasingly callous to cruelty, to infliction of pain or violence and to abuse of women”
      - Evaluation.
        
        Jock Young (1981): Media violence leads to sensitisation as we see the effects of violence/ pain that it causes, makes us less likely to do it
        
        Denmark (2007): pornography actually led to improved sex-lives, sexual knowledge and attitudes towards the opposite gender.
      - Newson (1994): exposure to violent killings on TV created a "drip-drip effect" amongst young people that results in violence becoming desensitised- people are socialised into accepting deviant behaviour, regard it as normal (disinhibition effect)
- - - - Personal identity: creating online identities and finding communities/ safe spaces with like-minded individuals to help us understand ourselves
      - Diversion: entertainment allows us escape from our problems
      - Information/ surveillance: to keep an eye on what is happening in the world
      - Personal relationships: media allows us to substitute real life relationships for new online ones
    - - Marxists (GUMG): model exaggerates the audience's freedom, agenda is already set by the media so audiences would struggle to interpret media outside the ideological constraints
  - - - No guarantee that opinion leader has not been subjected to an imitative or desensitising effect e.g. leader of a gang might convince others that violence is an appropriate response to solve problems.
      - Those most risk of being influenced by the media may be socially isolated, not members of any social network= don’t have access to opinion leaders to help them interpret the media in a healthy way.
- - - - Those producing the media promote a particular interpretation of events- the preferred reading. Those that don't have direct experience of the events covered in the media are likely to accept this preferred reading. Some people with direct experience are more likely to reject it, HOWEVER the repetition of the preferred reading over a period of time means that most people eventually accept it, believe it is correct and it becomes part of our culture (drip drip)
      - GUMG Miners Strike Case Study:
        
        audience groups were shown press photographs of the Miner's Strike, and clearly realised the ideological messages: that the strike was violent/ miners were to blame
        
        The majority of the sample who had not directly experienced the strike interpreted it as violent and illegitimate (accepted preferred reading)
        
        People who were sympathetic to the miners’ were weakened in their support by what they saw on the news.
        
        A minority of the audience rejected the ideological message
      - Philo (2001): If there is no direct experience/ prior knowledge of a particular issue, then the ideological power of the media message will be strong and will likely shape an individual's view of the social world.
      - Reese and Lewis (2009)
        News reports post 9/11 in the US presented the government's response to the attack as a ‘war or terror’. This preferred reading was accepted by the majority and helped justify the invasion of Iraq and Afghanistan.