L06: Media effects
The main point of view of the article is that the BBFC should have rated "Batman - Dark Night Rises" a 15 instead of a 12A. I agree with this because as the article states "Unlike past Batman films where the villains were somewhat surreal and comical figures, Heath Ledger's Joker is a brilliantly acted but very credible psychopathic killer, who extols the use of knives to kill and disfigure his victims, during a reign of urban terrorism, laced with torture."
Article: https://www.theguardian.com/politics/2008/aug/05/politicsandthearts
Passive Audience Theory
Hypodermic syringe - implies that media has a negative impact. Mass audiences believe everything they see/hear (Adorno & Horkheimer).
In the 1940's/50's, the mass media were perceived as an extreme influence.
This model does not hold much positivity for the audience, however it is a good method for a media producer, politician and also towards the use of marketing.
In 1957, Vance Packard looked at the relationship between advertising and media effects in his book.
When the mass media demonised groups, people or products that they believe become a threat to society, values and interests it is called a moral panic.
- Stanley Cohen, 1972
The group/products are referred to as "folk devil".
High exposure to fast-paced violent games can lead to changes in brain function when processing violent images, including dampening of emotional responses to violence.
- Chris Anderson, 2007
This is known as desensitisation.
Find three products that have been criticised for being too violent/ negative impact
- "Doom launched by Bethesda at E3 2015, swiftly criticised for being too violent"
- "The Walking Dead’ season 7 premiere criticised for ‘brutal, violent’ scenes"
- Two events happened in the space of a week that many politicians and members of the media will link together. The first: A mass shooting in Washington, D.C. in which an angry, mentally-ill young man shot and killed a dozen of his fellow citizens. Second: The release of Grand Theft Auto V, the perennially controversial sandbox game.
Also, the two latest Wolfenstein games (The New Order and The Old Blood) were banned in Germany due to the Nazi theme throughout the game.
Representation
"All representations are mediated."
- Hall, 1980
"Representations of men are linked to equation of masculinity with pathological control and violence.
- Earp & Katz, 1999
"Representations of homosexuals are stereotypical"
- Butler, 1993
"Ethnic people are seen as: exotic, dangerous, humorous and pitied."
- Alvarado, 1987
"Black and asian boys are hooligans and trouble causers"
- Turton, 2014
"Girls are portrayed as double-deviant; trouble causers who shouldn't be trusted because they are women."
- Lloyd, 1995
I think my film (Django Unchained) would be criticised for having a negative impact as it is extremely violent in parts and uses racial slurs throughout. This links to Alvarado's 1987 theory that ethnic people are seen as dangerous.
Active Audience Theory
"Other school of thought; we are able to filter and adapt to content in media"
- Gauntlett, 1995
"We have uses and gratifications; people use media for their own purposes e.g. Personal identity, Escapism, Surveillance, Personal relations"
- McQuail, 1972
Encoding/decoding model
- Hall, 1980
Preferred (Dominant) reading - by audience depending on their background but accepts the dominant viewpoint/story.
Negotiated reading - partially agrees with meaning
Oppositional reading - meaning is understood but don't agree and think opposite
Aberrant - gets the completely wrong meaning entirely
There are certain positive aspects of my film. The overall message is that eventually, good will prevail and the underdog will win.
FOR A 20 MARK QUESTION THERE SHOULD BE 5 POINTS
INTRODUCTION
- Give your opinion to the answer to the question
- Tell me the product, Specific audience and regulation
- Tell me how you are going to structure your essay
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