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

O It is unclear that there is any link between the consumption of violent media texts and violent imitative behaviour. O It is clear that passive theories are flawed as many people watch violent or troubling texts and appear to not be influenced. O Therefore active theories are more easily applied to modern day/contemporary texts. Things to Consider:

Cultivation Theory 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 WoR30 (Charlie Brooker) WoR30 O OA1Y-w (Video Gaming) OA1Y-w O NLC4I (Family Guy Stereotyping Activity) NLC4I

APPLY THE THEORY CULTIVATION THEORY

Uses & Gratification Theory 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 h5lNol-0 (Theory Overview) h5lNol-0

APPLY THE THEORY USES & GRATIFICATION THEORY

Copycat Theory 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 exposure To competitive and mature gaming and films.

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 – The Exorcist 1974 – Texas Chainsaw Massacre 2010 & 2011 – Human Centipede 1 & 2 Banned films that are now available due to social change, this is known as ‘RATINGS CREEP’.

Desensitisation - Video O DDIpg (Violence in the Media) DDIpg O NQf8 (CBN Interview) NQf8 O aOi6Oo (Comedy Sketch) aOi6Oo

APPLY THE THEORY DESENSITISATION THEORY

Catharsis Theory 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