Migrain audience-effects debate factsheet

Read Media Factsheet 030 - Media and Audiences -The Effects Debate and answer the following questions:

1) Complete the questions in the first activity box (beginning with 'Do you play violent games? Are you violent in real life?')
i do play violent games but i am not violent in real life.

yes i do buy things which i see in the television or the internet.

no i don't watch documentaries.
2) What are the four categories for different effects theories?

  Direct effect theory
 Diffusion Theories
  Indirect Effect Theories 
 The Pluralist Approach

3) What are the examples provided for the hypodermic needle theory - where media texts have been blamed for certain events? 
•Child’s Play – The murder of Jamie Bulger and  Marilyn Manson – The Columbine High School shootings

4) What was the 1999 Columbine massacre? You may need to research this online in addition to the information on the factsheet.
this was a school shooting in 1999 in columbine high school.5) What are the reasons listed on the factsheet to possibly explain the Columbine High School massacre?
the ease of firearms
the hopelessness created by living in an environment which is very poor.6) What does Gerbner's Cultivation theory suggest?
this theory talks more about the attitude than the behaviour.7) How does this front page of the Daily Mail (from this week - Wednesday 16 November) link to Cultivation theory? The Mail Online version of the story is here.


this front page is linked to cultivation theory because the headline and article is about children being on phone for 5 hours which is accepted rather than being able to decide as this article is linked to something which is very normal but is showing the audience the negative effect of this particular topic.
8) What does the factsheet suggest about action films and the values and ideologies that are reinforced with regards to violence?
the factsheet suggests that for the action films we are shown violence in a way that we accept it as we are shown the villian who uses it it in a bad way and the hero also uses it but that is shown in a good way but we accept the violence that the hero does but not the violence that the villian does.

9) What criticisms of direct effect theories are suggested in the factsheet?

The direct theories suggest that we make our judgement and opinion on things very easily.

10) Why might the 1970s sitcom Love Thy Neighbour be considered so controversial today? What does this tell us about Reception theory and how audiences create meanings?

The show shows a lot of races and genders which can give a different perception to different people.


11) What examples are provided for Hall's theory of preferred, negotiated and oppositional readings?

hall shows how text can be shown in two different perception.
for example the sun and the guardian can tell you the same stories but in a complete different perception.

12) Which audience theory do you think is most convincing? Why? It is important that you develop critical autonomy in judging the arguments for and against different theories and form your own opinion on these issues.

The audience theory which is the most convincing is hall's theory because this theory shows you how text can make you have two different opinion and that this helps you make your judgement quicker than all the other theories.

MIGRAIN Final index

1) Introduction to Media: 10 questions
2) Media consumption audit
3) Language: Reading an image - advert analyses
4) Reception theory
5) Semiotics: icons, indexes and symbols
6) Genre: Factsheets and genre study questions
7) Narrative: Factsheet questions
8) Audience: classification - psychographics presentation notes
9) October assessment learner response
10) Audience theory 1 - Hypodermic needle/Two-step flow/U&G
11) Audience theory 2 - Bandura and Cohen - moral panic
12) Audience theory: Media Effects factsheet
13) Industries: Ownership and Control
14) Industries: Hesmondhalgh - The Cultural Industries
15) Industries: Public Service Broadcasting
16) Industries: Regulation
17) Industries: Brand Values and Lines of Appeal
18) Representation: Introduction - Taken trailer analysis
19) Representation: Theory - MM article and application of theory
20) Representation: Feminism - Everyday Sexism & Fourth Wave MM article 
21) Representation: Feminist theory
22) January assessment learner response
23) Representing ourselves: Identity in the online age - MM article & Factsheet
24) Ideology: BBC Question Time analysis and binary opposition
25) Ideology: MM reading on ideology and the wider media

brand values 100-10-1

Apple is known for its products to be innovative and the best in the market which links very well with Dyer's theory of lines of appeal as it links with rich luxurious lifestyle as their products are very expensive but are the best in the market and it also links well with happy families as everyone in the family can use it whatever age they are. Furthermore the brand is for people who are successful and hardworking so it also links with successful careers. Finally apple is targeted at elite people or experts as their advertisement is always linked with athletes.

Apple is all about innovative, passion and experience through their technology.

Apple one word: innovative

Coca cola is one of the best brands in the beverage market which is well known globally by everyone. This brand links very well with Dyer’s theory lines of appeal as it links with happy families as they did a campaign which linked families and friends known as “share a coke”. Therefore it also links with nature and natural world as their products like innocent smoothies are seen to be very natural. Furthermore the brand has been running over 100 years which means it also links into childhood as many youngster tend to love to drink the original coke.

Coca cola is a brand which sets out to form its brand and image.

Coca cola one word: taste

Nike is one of the strongest brands which is very well known for trainers and their clothes. Furthermore they link very well with dyer’s theory lines of appeals as it links with childhood as a lot of kids are inspired by their adverts with the famous footballers and also links with elite people as a lot of athletes wear trainers or clothes related to Nike and are also the main focus of the company with their advertisement. Therefore the brand also links with successful careers as the brand focuses on people who are successful like Lionel messi and Ronaldo.

Nike is the leader in athletic apparel shoes

Nike one word: athletic

MIGRAIN: Industries - Ownership and control

Industries is a major key concept in A Level Media and covers a wide variety of different aspects.

You'll need to study the following topics for a full introduction to this concept:

• The companies or organisations behind the media – owners, publishers, developers, channels, distributors,  film studios etc.
• How new and digital technology has changed media industries.
• The regulation and control of media in the UK.
• The role of public service broadcasting and not-for-profit media.
• Who has the power in the media: audiences or institutions?

Industries: Ownership and control notes

 

In our first lesson on media industries, we learned the following terminology:

Conglomerate ownership

A conglomerate is a large company composed of a number of smaller companies (subsidiaries).

A media conglomerate, or media group, is a company that owns numerous companies involved in creating mass media products such as print, television, radio, movies or online.

Examples include Comcast, 21st Century Fox or Disney.

Vertical integration

Vertical integration is when a media company owns a range of businesses in the same chain of production and distribution. 

For example, a company might own the film studio that makes a film, the distributors that sell it to cinemas and then the movie channel that premieres it on TV.

Vertical integration allows companies to reduce costs and increase profits – but it is not always successful if the parent company lacks expertise in certain areas.

Horizontal integration

Horizontal integration is when a media company owns a range of different media companies that are largely unrelated e.g. magazines, radio stations and television.

Horizontal integration helps media institutions reach a wider audience.

Integration & synergy

Synergy is the process through which a series of media products derived from the same text or institution is promoted in and through each other. 

Look for links or consistent branding across different media platforms and products. E.g. Harry Potter – films, merchandise, stage plays, theme parks, videogames etc.

Diversification

Diversification is when a media company branches out into a different area of the industry. For example, many media companies have had to diversify to internet-driven distribution (e.g. streaming) as a result of new and digital media.

In the music industry, major labels such as Warner Music have had to embrace streaming in order to reverse years of declining revenue.

Cross-media regulation

When two companies wish to merge or diversify (e.g. vertical or horizontal integration) it needs to be cleared by a regulatory body to prevent any one company becoming too powerful in a given market.

In the UK, this is decided by the Competition and Markets Authority (CMA). Currently, the CMA is deciding whether to allow Rupert Murdoch to complete an £11.7bn takeover of Sky by 21st Century Fox.

Industries: Ownership and control blog task

Create a new blogpost called 'Industries: Ownership and control' and complete the following tasks:

1) Type up your research notes from the lesson - what did you find out about your allocated media conglomerate? Selection of companies: Alphabet, The Walt Disney Company, Comcast, 21st Century Fox, Facebook, Viacom, News Corp, Time Warner. If you were absent or don't have the notes, research any of the companies above and find examples of all the terminology outlined in the notes at the start of this blogpost.

2) Do you agree that governments should prevent media conglomerates from becoming too dominant? Write an argument that looks at both sides of this debate.
the government should not prevent the media conglomerates to be dominant because they can raising topics and brainwashing people to do things which are not right and as a large amount of people will be following these media industries.furthermore on the other hand some people might believe that these companies should have the full right to show whatever content or message they need to show to the audience.

Media Magazine 52 has a good feature on the changing relationship between audiences and institutions in the digital age. Go to our Media Magazine archive, click on MM52 and scroll to page 9 to read the article 'Two Key Concepts: The Relationship Between Audience and Institution'.

3) Briefly describe the production, promotion and distribution process for media companies.
the production process is when they give products to the audience they want and 

 The promotion is when the researchers identify target audience for the products by using advertising or surveys and the  distribution process uses the most appropriate method to show a product.

4) What are the different funding models for media institutions?

the different funding models are licensed paid by the public for eg for the channel like bbc and advertisement is another way which is for the itv,the third major one is sales of games and subscriptions which is for companies like Sony.the last one is sponsorship which is for the mail online.

5) The article gives a lot of examples of major media brands and companies. Choose three examples from the article and summarise what the writer is saying about each of them. 

Disney that is  a big brand which is liked by everyone specially families for things like Disneyland and the usual focus is for the children but it has a lot of entertainment with the toys and recognition with their characters like Mickey Mouse.
marvel si an other big company which is for the kids as this company focuses on mainly superheroes like batman,superman and Spiderman.therefore the brand has a lot of violence but the main thing about this brand Is that this also interests families which is a good thing that everyone can go to the Cineworld and watch the movie.

6) What examples are provided of the new business models media companies have had to adopt due to changes in technology and distribution?
for example- newspaper companies need to get people to subscribe to their channel by their mobile phones and movie industry as most the movies are now in 3d .Therefore the advertiser are finding it hard to get to their target audience 

7) Re-read the section on 'The Future'. What examples are discussed of technology companies becoming major media institutions?
fscebook-people don't need to go anywhere to experience the events that they are missing about.
amazon, youtube and Netflix are making their own shows which means there is a lot of entertainment

8) Do you agree with the view that traditional media institutions are struggling to survive?
yes because there are a lot of other things coming in the internet which is removing the traditional use of media as people use their phones to see news and also for entertainment watch things in Netflix and not watch the television that is in their own home.

9) How might diversification or vertical integration help companies to survive and thrive in a rapidly changing media landscape? 
diversification will help businesses to survive because they are including. large number of audience and getting as many as people means that they will never decline.

10) How do YOU see the relationship between audience and institution in the future? Will audiences gain increasing power or will the major global media conglomerates maintain their control?

I believe that the audience will have more control and power over the industries as the industries have to show everything the audience wants them to so that means the main control is with the audience.

MIGRAIN: Industries - Public service broadcasting

The British television industry is largely driven by public service broadcasting - the traditional TV channels that still account for the majority of TV viewing in this country.

These channels are regulated by Ofcom and have to deliver a certain amount of specific content in order to fulfil the terms of their license.

Public service broadcasting: notes

Public service broadcasting refers to broadcasting intended for public benefit rather than to serve commercial interests.

The media regulator Ofcom requires certain TV and radio broadcasters to fulfil certain requirements as part of their license to broadcast.

All of the BBC's television and radio stations have a public service remit.

The history of the BBC

The BBC was created in 1922 in response to new technology – the radio (or wireless as it was called then).

The BBC was set up to “inform, educate and entertain” – which is still its mission statement to this day. 

The BBC funding model: license fee

All BBC content (and some of Channel 4’s funding) comes from the License Fee, which costs £150.50 a year. 

You need a TV Licence to:

- watch or record live TV programmes on any channel

- download or watch any BBC programmes on iPlayer – live, catch up or on demand.

Some politicians want to scrap the license fee and change the BBC’s funding model.

Channel 4

Channel 4 is an important part of UK public service broadcasting. Read full details of Channel 4's remit here - there is plenty of important information regarding the channel's commitment to public service broadcasting and its unique funding model.

"Channel 4 is a publicly-owned and commercially-funded UK public service broadcaster, with a statutory remit to deliver high-quality, innovative, alternative content that challenges the status quo.

Channel 4 reinvests all profits back into programmes, at zero cost to the taxpayer. A ‘Robin Hood’ model of cross-funding means programmes that make money pay for others that are part of the PSB remit but that are loss-making e.g. News and Current Affairs." 

Opposition to public service broadcasting

Many people in Britain see public service broadcasting as a good thing – but not rival commercial broadcasters.  

James Murdoch, son of Rupert, has criticised BBC news. He says that free news on the BBC made it “incredibly difficult” for private news organisations to ask people to pay for their news.

Some politicians have argued that the BBC should not produce programmes such as Strictly Come Dancing so commercial broadcasters such as ITV or Sky can attract larger audiences in primetime.

Public service broadcasting: blog task

Create a new blogpost called 'Public service broadcasting' and complete the following tasks:

Ofcom report

Read the first few pages of this Ofcom report into Public Service Broadcasting in 2017.

1) How does the report suggest that TV viewing is changing?

tv viewing is changing because a lot of people tend to use their mobile phones or access the internet instead of watching the television as it shows the figures of how much time they spent on tv and mobile phones. 

2) What differences are highlighted between younger and older viewers?

The key differences are that younger generation is spending less time in watching things  than people who are older as they spend more time watching television.Therefore the on demand television is more watched by the younger generation than the older generation.

3) Does the report suggest audiences are satisfied with public service broadcasting TV channels?

The report shows that the PBS are decreasing and has been declined in these ten years by the audience and that people are not satisfied with it as it shows news for every single thing that is taking place in different regions.

4) Public service broadcasting channels are a major aspect of the UK cultural industries. How much money did PSB channels spend on UK-originated content in 2016? 

They spent about 1.6 billion on 2016 for the UK content.

Goldsmiths report

Read this report from Goldsmiths University - A future for public service television: content and platforms in a digital world.

1) What does the report state has changed in the UK television market in the last 20 years?

the report state has changed in the uk as the television as a lot of their public content has been threat by the electronic programming guide.

2) Look at page 4. What are the principles that the report suggests need to be embedded in regulation of public service broadcasting in future?

the principles that need to be suggested are that public gets all diverse and high quality programmes.therefore they need to show detailed data on the representation and employment of minority groups and a comprehensive account of the changing consumption patterns of younger audiences.

3) What does the report say about the BBC?
the report said that the BBC channel has been successful as they are supporting all types of diversity but they are failing to guarantee in their independency.

4) According to the report, how should the BBC be funded in future?
the BBC should be getting their funds by an independent advisory body which works on fixed settlement periods.

5) What does the report say about Channel 4?
the report says that the channel 4 is a very important channel for the independent production sector as it covers all the different diversify audiences.

6) How should Channel 4 operate in future?

channel 4 should not be privatised and the government should have full control over it.7) Look at page 10 - new kids on the block. What does the report say about new digital content providers and their link to public service broadcasting?
the report says that the new digital content such as Netflix and amazon prime should be shown by a specific public intervention.

Final questions - your opinion on public service broadcasting

1) Should the BBC retain its position as the UK’s public service broadcaster?
yes the bbc should retain its positions as the uk's public service broadcaster because the channel is very known and is liked by public as their content which is shown to the public is very crucial as they are helping out by communicating in real life situations.

2) Is there a role for the BBC in the 21st century digital world?
yes there is a big role of the BBC because it helps people get news and information about their daily life and also situations which are taking place around the world.

3) Should the BBC funding model (license fee) change? How?

I believe BBC should charge money for people who are watching their channel as this way the people who are not watching bbc don't have to pay for it.

audience theory 2

Bandura: Social learning theory
Albert Bandura’s social learning theory came from an influential psychology study involving a bobo doll and children’s behaviour after observing violent acts. 

Social learning theory suggests people learn from one another, via observation, imitation, and modeling.

1) Social learning theory has been criticised for simplifying the causes of violence in society. Do you think the media is responsible for anti-social behaviour and violence?

The media is responsible for anti-social behaviour as the media can influence people to do things as it creates opinion for them for different things.
2) How is social learning theory relevant in the digital age? Are young people now learning behaviour from social media and the internet? Give examples.

The theory is relevant in the digital age because people look at things and watch things which can be promoting people to do things which are not right like video games for example GTA 5 which is a very violent game with guns and has things related to drugs which can influence people to do things which are not seen right inn the society.

3) Research five examples of moral panic from the last 50 years. To what extent was the media responsible for these moral panics? Was the concern in society justified? How have things changed as a result of these moral panics?
Ebola
knife crime in London
Islamophobia
Donald trump being the president
terrorist attacks

4) Read this introduction to an academic paper on technopanics. What examples are given of techno panics that create fear in society?

1. child safety
2. digital privacy
3. cyber security

5) How does the author suggest that techno panics should be addressed - rather than through government regulation?

They should be addressed rather than through government regulation because the government doesn't cover both the economic and culture opinion and makes everything seem like a debate between political parties.

6) Do you think the internet should be regulated? Should the government try and control what we can access online?

The internet should not be regulated and the government should not have any control over what you are doing as government should let the person have its privacy and should never restrict anyone with the age because the person should have the full right over what they want to do.

7) Apply Gerber's cultivation theory to new and digital media. Is the internet creating a fearful population? Are we becoming desensitised to online threats, trolling and abuse? 

The internet is creating fearful population because people are scared to do anything publicity as they can be recorded by people and that can get viral in social media.Therefore online trolling and abuse has made a lot of people be very nervous in doing anything publicly 

8) Is heavy internet use something we should be worried about in society? How would you define 'heavy internet use'?  
heavy internet use can be for other reasons than the social media but if heavy internet  can make people's life hard as they will be very used to it and it can also make it very hard for them to socialise in real life than the internet.

Psycho graphics

1) Make up their names:
jack and dani
2) Where do they work/study?
jack works as a estate agent and dani works as a lawyer.
3) What do they do in their spare time?
 They are reading newspaper and watching television

Now suggest their media consumption:

Print: What newspapers/magazines does your group read (if any)? Is this on paper or tablet? 
 They are more likely to read The Daily Mail. and this is possibly in the tablet as they are very busy in work.

Broadcast: What TV programmes/channels do your group watch? Radio stations? TV package – Free view or Sky? Films?
The TV channels they would watch is sky Atlantic and BBC news.

Online: What technology do they own? What websites do they visit (if any)? What social media do they use?
The technology they are most likely to use is emails and BBC sites ton check the news around them

audience theory 1

Hypodermic needle model

1) Read this Mail Online article about the effects of videogames. How does this article link to the hypodermic needle model?

This article links into the hypodermic needle model because the article talks about how you play violent  games which increases your aggressive behaviour and by changing someone's  behaviour you are influencing them to do things which they are not meant to do

2) How does coverage of the Talk Talk hacking case (see Daily Mail front page below) link to the hypodermic needle model? Why might someone criticise this front page? 

this links into hypodermic needle model because him playing video games which are violent have resulted him inn doing things that he will not do by looking at the face it shows that he did this only because he was playing violent games which made him angry.people will criticise this front page because a innocent young boy has turned to be a hacker because of him not leaving his bedroom and playing video games which made him do bad things.

Two-step flow model

1) Summarise the two-step flow model. In your opinion, is the two-step flow theory still relevant today?
  the two-step flow model is the model which shows 

the hypodermic model was to simple so they created this flow to have opinion on the particular things like voting and yes this is still relevant today because this allows the media consumer to form opinions of the opinion leaders before making their own opinion in any matter.

2) How does this YouTube blogger fit into the two-step flow model?

this you tube blogger total biscuit is a very big channel with big videos which allows the person who is watching it to be engaged and form a opinion in the particular topic of video game and he has around 2.1 million subscriber which means he is powerful and people are getting influenced by him.

3) How this this Telegraph feature on Britain's most popular tweeters fit the two-step flow model? Do you think these accounts genuinely have an influence over their audience?

this fits in into two step flow model because they are all celebrities and are very well known to the public and a lot of people follow them so it means that people will easily get their message and it can easily influence them to form the same opinion as them.

4) Read this BBC profile of Jamal Edwards. How does Jamal Edwards link to the two-step flow model?

Jamaal Edwards links into two step flow model because he is a film maker and  the younger generation listens to the  music that is in his channel SBTV and he can easily make them watch something which will influence people and make them form opinion on things based on what he is showing.

Uses and Gratifications theory

1) For each of the four categories, write about one media text that fits that particular audience use or pleasure. Make sure you explain WHY it fits the category and use images or clips to illustrate your points.

Diversion: 

Personal Relationships: 

Personal Identity: 

Surveillance: 

Dependency theory

1) Do you agree that audiences have become dependent on the media? What evidence or examples can you provide to support your view?

audiences have been dependent on media these days because they use their mobile phones and get all the news from the media instead of reading a newspaper or watching the tele to see the news.They mainly use  social media to find out news for eh snap chat and Instagram

2) How has the growth of new and digital technology in the last 15 years changed people's dependency on the media? Is this a new problem?

The new technology for eg newspaper articles on phone and social media has made everyone aware about the news so that has made
 3) Reflecting on your own media use, how does your media consumption impact on your emotions? Does the media have an overall positive or negative impact on your health and well being? Why?

The media has a overtime positive effect on my health and well being as i only follow people who have positive effect in my life and follow pages which helps me get all my information together to form a opinion in a particular thing.