Question 8 Theory

 Theories:

• Uses and gratification (Blomer and Kats)
• Male gaze (Mulvey)
• Hypodermic needle (Passive media effect)= the influence it has on people
• Moral panic (Cohen)
• Dersensitation 
• Gauntlett 

Media Effects Model:

• The model concerns how media can affect society/individuals and vice versa 
• There are very negative implications of this model, but you will also learn some couter arguments 

TEXT	THEORY 1	THEORY 2	THEORY 3
Rambo 1	Morale Panic- was that guns were being glamorised and so to violent, e.g. Hungerford  massacre	Desensitisation- people would be disentailed to the violence- would have to tragically desire this in the exam	Media Violence and youth- can cause violence in the youth

Jamie Bulger-->Childs Play 3

• The torture of and killing of the two-year-old 
• Hypodermic 
• Moral Panic 
• Desensibution 
• Anderson 

Video Game History:

• 1976-Death race
• 1994-Games certificate 
• 2005-Banned violent games sailing to miners (California)
• Uses and Gratifications-Interaction+Entertainiment 
• There is no concrete evidence linking violence in video games to real-world violence 
• There is evidence leads violent video games to aggressive behaviour/thoughts 
• VIOLENCE VS AGGRESSION 

Anders Breivis claunes to have used an as a training tool for the massacre he prepared 

"norways alleges mass killer testified on a Thursday night he played video games as a way to training for a shooting spree that killed 77 people in summer.  IN particle, Anders Breivis  said at this train that he played in "call of duty; modern warfare 2" as a means of shooting and spreading according got CNnns rapport.

Hypodermic Needle theory 

• Theorises that audiences are essentially passive, and will l early absorb messages relayed to them by the media 
• This means that, after watching a violent horror film or playing a violent POV shooter, audiences members will be negativity influenced
• This presupposes that audiences are passive (able to reject media messages) rather than active (they make sense of media messages through erosional and social contexts)

Texas Chainsaw Massacre (1974)

• Banned in the UK from 1975 until 1999, as part of the video nasties campaign, in part spearheaded by Mary Whitehorse
• During this era-and especially through the 1980s with the boom with VHS, films were often based, sometimes this would be due to their alone members of eh BBFC trailing through lists of new releases

Moral Panic:

• 1972 Standly Cohen developed the moral panic theory 

TEXT	THEORY 1	THEORY 2	THEORY 3
WORK Rhianna	Male Gaze- -High sexualised video through the clothing, dancing move moves and suggestive language  -Attracts the mens attention	Hypodermic needle -drug and alcohol use displayed, especially younger viewer who aspire to be like her	Gauntlett -this theory believes everyone has their own identity and people tend to exist in one large group this links into ‘work’ as everyone aspires to be like Rhianna and looses their own unique identity through this  -forms one large group as they are all turning into the same person being shown in the music video
James Bond Movie= Casino Royale	Denensitisation -causes violence in the younger youth  -Bond has the power and looks to commit these crimes  -seen as a positive figure  -portrays violence in a positive light	Hyperdermic Needle -the audience can be influcede to become a powerful figure as he ‘Bond is saving the world’, people may want to be like him and therefore influences the actions undertaken	Morale Panic -guns and experiment is being shown in a positive light and being glamorised as it shows Bond using in a positive light, this creates morale panic as it isn’t being though a fear that audiences will be influenced to be like him and not the suffering that it brings

Desensitisation:

• this theory suggests that audiences reactions are weaker towards their exposure to extreme violence, sex and death 
• this decrease in fear and sensitivity links to the extreme ruse of society violence and behaviours 

Male Gaze:

• Gaze- how can audince views people that have been presented
• How men look at women, how women look at themselves, how women look at other women 
• Mulvey belives that audinces have to 'view' character from the perspective of a getrosecual male and that the caemera is always of that viewpoint.  Camera linger on female cuves and the female body
• Women are reglauted to the status of an object and are heavily sexualised 

Anderson :

• Understand study says exposure to media violence increases the likelihood of aggressive and violent a gap in young people
• In the study was based on research carried out on the effects of media violence in TV, film, music and video games
• It says two of the main ways aggressive or violent behaviour is so many young people: desensitisation and the limitation of violent behaviour 
• The study is said that the degree to which media affect aggression and violence in young people can depend on other factors such as the social environment e.g. parental super vision
• no one is immune to the effects of media violence

David Gauntlette:

• He is a huge adcovote for Media Studies and challenges the media effects models and its repoective theories 

The effects model trackles social problems 'backwards'

• There is a misktake of looking at indivudla , rather than socity, in realtion to the mass media--> just because a group of indivuals are violent, there is no need to generalise tht ALL youth are viotlent 

The effects model trats children as inadequate (it undermines their capabilities)

• Research has been conducted which seeks to establish what children can do and understand from mass media.  Outcomes have highlighted that children can talk intelligently AND negatively about the mass media.  The study included children as young as 7

The effects model assumes superiority to the masses 

• People think that media is influential on others and that is could never influcne themseves.  Further, it is wrong to belive that undecuted, lower class individuals, are more heavily affected by media content 

The effective model is selective in its criticism of media depictions of violence

• The acts of violence which appear on a daily basis on the news and in serious factual programmes are seen as somehow exempt. Instead, media depiection of violence, which effects of model typically condems are limited to functional productions