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Effects of exposure to explicit violent and sexual content 

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Effects of exposure to explicit violent and sexual content 

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.....an instance of public anxiety or alarm in response to a problem regarded as threatening the moral standards of society

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U6 LO3

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CULTIVATION THEORY + EFFECTS DEBATES

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Cultivation/ Culmination Theory, Re-cap, Animation, and Report

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(4 of 4) Final lecture on Unit 6 Critical Approaches - Report (P3/M3/D3). twitter @bcotmedia

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USES + GRATIFICATIONS

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MORAL PANIC
Lesson Objectives

Continue to create detailed lecture notes

Understand and apply USES AND GRATIFICATIONS theory to a Moral Panic

Define and provide examples of this weeks theories to your Moral Panic Assignment
'Violence in the media releases tension and desires through identification with fictional characters and events'

Please respond with one of the following sentences in your answer....

'I disagree with this statement. For example...'
'I agree that violence in the media releases tension for some people. For example...'
'The statement is only partially correct because...'
Research on this is inconclusive but some psychiatrists claim to have successfully used pornography to help sex offenders release their emotions.
ARE WE ALL WATCHING THE SAME TEXT?

As we have discussed last week, the idea that everyone consumes the same text in the same way is of course untrue - each individual has their own way of interpreting a text.

Yeah? Yeah.
For example, some might see the Twilight Saga (2008-) as a parable of abstinence, others might see them as the sexiest goddamn films ever made.

Others might call it a feminist work of pop art...
I think South Park (1998-) is an intelligent satire that highlights all that is laughable about society with the view to bring about change.

Others might see it as crass, vulgar and infantile.

We make up our own minds.
Roland Barthes said in his essay 'The Death of the Author' (1967) that meaning is applied by the Reader (audience) of the text, not by an Authors (producers) set-in-stone univocal meaning for the reader to uncover.
However....

When placing so much emphasis on the individual's ability to make up their own minds about media texts, we may risk ignoring the real dangers that SOME TEXTS ARE MORE POWERFUL than others and more likely to have a bad influence on their viewers.
Individuals react in different ways...

'Video nasties' and their influence on children (e.g. the Bulger case)

Games/ Mobiles allegedly damaging literacy skills (lke spllg n lat)

Internet contributing to violent behaviour (e.g. the 'Grand Theft Auto' series)
USES AND GRATIFICATIONS:

Why we make use of the media

We all have different uses for the media and we make choices over what we want to watch.

When we encounter a media text, it is not always just mindless entertainment - we are expecting to get something from it: some kind use and gratification (satisfaction/ fulfillment/ pleasure).
In the USES AND GRATIFICATIONS model the individual has the power and he/she selects the media texts that best suit their needs and their attempts to satisfy those needs.

McQuail and Katz have broken down the kinds of gratification we get into four categories...
It is important to remember with this theory that it is likely the audience can gain a number of gratifications from any text rather than just one.
We generally have to choose the media from what is available - this undermines the idea of USES AND GRATIFICATIONS as we may not all have the same access to use and enjoy the media products that we want.
In society there are in fact plenty of minorities who feel that the media does not provide for them the media that they want to see
ACTIVITY

Open your Report/ Notes....

Define USES AND GRATIFICATIONS theory

Apply the theory to your Moral Panic e.g. which of the four reasons are relevant to the Moral Panic you are creating a Report about?
RECEPTION ANALYSIS does this and concentrates on the audience themselves and their reading of the text.
The most important thing about this that you should bear in mind is that RECEPTION ANALYSIS suggests that the audience themselves help to create the meaning of the text (like Barthes said, the meaning is created 'by the Reader of a text').

We bring our own baggage, experiences and meaning and see it our own way.
We all decode the texts that we encounter in individual ways which may be as a result of our upbringing, the mood that we are in, the place where we are at the time or any combination of these and all kinds of other factors.
You may have watched 'The Hunger Games', heard a lovely bit of Grime, or enjoyed watching someone 'fail' on youtube and enjoyed every minute of it.

Others may have hated it.
We create a meaning for it based on OUR experiences
What reception analysts have found is that factors such as GENDER, our place inside SOCIETY, and the CONTEXT of the TIME we are living in can be enormously important when we make the meaning.
Allow me to demonstrate...
ACTIVITY

Please continue to develop your Report:

Define the RECEPTION ANALYSIS model
Apply it to your own Moral Panic
What is a Moral Panic?
What is the Hypodermic Needle Model theory?
What is the Two-step flow theory?
What is the 1st Assignment for Unit 6?
It is for LO3 and you need to create:

A Written or Vlog Report on a Moral Panic of your own choosing
REMEMBER - you need to include ALL the theory we are covering in your Report
The best known theorist to tackle this line of thinking is DAVID MORLEY who in 1980 suggested that audiences tended to fall into THREE GROUPS based on their readings of a text:
U6 LO3 ACTIVITY

Organise your Report so you have sections on the following

Define what a Moral Panic is
Hypodermic Needle Model
Two Step Flow
Uses and Gratifications
Reception Analysis
Sasha Grey (former Adult actress) challenges the social order by wanting to be accepted as a mainstream actress and by reading to children in American schools.

This caused a Moral Panic in the US.
Opinions on the following please....
In the 90's, two children decoded the film 'Childs Play' in a way that would raise the Moral Panic debate about Horror films in to the Media once again.
Both of the 10 year-olds claimed that watching 'Childs Play' had encouraged them to do what they did.

Are children more vulnerable?

Up to what age?
Karina @mediaknowall has written short blog entry summarising this - interesting read

http://www.mediaknowall.com/as_alevel/mediaviolence/violence.php?pageID=child
EXTRA

Brass Eye satirises Moral Panics - a good place to start if you are still unsure of what is meant by the term 'Moral Panic'
If you are still unsure what Moral Panic to do for your Report you might want to consider looking at GENDER REPRESENTATION as we have many links, articles, and videos on our bcotmedia tumblr to help you.
We all receive the media our own way.

For some it could be a trigger for other acts - it's down to you to report on this and find out the truth.

Other Media, while less prone to inciting aggression, can still divide individuals.
ACTIVITY

In teams create either a Snapchat or Instagram video sketch showing me what the Uses and Gratifications theory is....
Info >
Media
>
Opinion Leader
> Audience

OR

Info >
Opinion Leader
>
Media
> Audience
For this Assignment you need to read books.
REMEMBER - A Moral panic is when something comes along and challenges the social order/ how things are/ our way of life
#bcotcritic
The two-step flow of communication model, or Multi-step Flow Model, says that most people form their opinions under the influence of a two-step flow of information.

So according to this model, ideas flow from mass media to opinion leaders, and from them to a wider population.

It can also work from Opinion leaders to mass media to the wider population.
The point is that information changes
twice
before it reaches us, the audience
Which form of media do you think influences young people the most?

Please try to give an example using the correct spelling and grammar.
2nd yr #bcotmedia STARTER

To get you thinking about the logistics of filming in a small space for your upcoming Documentary please use the mini-whiteboard to answer this question...

Sketch a birds-eye view illustration of this room
Position two cameras and one light in the room
What angles would you position your two cameras and one light at to minimise shadows?

2nd yr #bcotgames STARTER

Using the mini-whiteboard

Please work out your average college day using percentage:

Social media
Sleeping
Games
College work
Other

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MORAL PANIC Lesson Objectives Continue to create detailed lecture notes Understand and apply USES AND GRATIFICATIONS theory to a Moral Panic Define and provide examples of this weeks theories to your Moral Panic Assignment'Violence in the media releases tension and desires through identification with fictional characters and events' Please respond with one of the following sentences in your answer....

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RECEPTION ANALYSIS

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(2 of 4) for help with U6: Critical Thinker LO3 + U26: Film Studies LO1

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HYPODERMIC NEEDLE MODEL + TWO STEP FLOW

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ACTIVITY

What media do you think currently reflects our reality in 2016?

Explain why.
AIM -
To prepare you for your 1st Assignment on Moral Panics and Effects on an audience
Lesson Objectives

Define the term: 'Moral Panic'

Create detailed lecture notes on Moral Panics

Choose a Moral Panic to research for the U6 LO3 assignment

Understand and apply the 'Hypodermic Needle model' theory to a Moral Panic

Understand and apply the 'Two-step flow' theory to a Moral Panic
It is essential that you make notes throughout all Unit 6: Critical Approaches lectures

The students who ignore me when I say this are ALWAYS the students who get the lowest grades

Make notes. Get better.

Create new connections in your brain.
To help you with your 1st Assignment we are looking at a cultural text that has had a profound influence on modern media since its release over 40 years ago......
What is slang? - give me some examples of modern slang
ACTIVITY

Does high culture (opera/ poetry/ philosophy) make someone more civilised?
No opt out

1st student gives incomplete answer - other students answer to provide more detail - 1st student is returned to and gives an answer that combines/ layers previous answers together

Cold call is coming

Pose - teacher als question
Pause - pause fire thought (can ask students to write their own answers)
Pounce - nominate student to answer question

I don't agree with X

Teacher asks a complex question to challenge students. Nominates/ volunteer students only answer with:

I agree with x because
I would like to add to what x said
I don't agree with what x said because
I understand what x is saying but
I would like to ask x
Sound familiar?

REMEMBER - media often reflect the culture it is/ was made in
ANSWER....

A Moral Panic is the intensity of feeling expressed in the media about an issue that appears to threaten the social order e.g.

Video games making people violent
Pop stars being too sexualised which makes our children too sexualised
Hackers stealing naked pictures of female celebrities/ online safety
Social media encouraging the London riots
Pornography warping our views on sex
Media causing disrespect to females
Foreigners/ refugees coming over here and taking our jobs

'A Clockwork Orange' triggered a big Moral Panic and changed the way audiences thought of media
'It encourages violence'
DEBATE ACTIVITY (P3)

For Unit 6: Critical Approaches you need to show both sides to a Moral Panic debate.

Work in groups of 2-3
Decide which media you will debate in: animation, vlog, or podcast
Pick a Moral Panic topic to argue about
Show
both
sides of the topic argument
5 minutes maximum
ACTIVITY

Research on my blog and other sites online

Can you find any other Moral Panics in the media?

Please tweet examples using #bcotcritic
REMEMBER

Moral Panics normally begin when a media challenges our cultural IDEOLOGY (values, thoughts and beliefs)

When something appears to threaten the social order.
Possible topics for your Assignment...
bcotmedia
For help on this project you need to use our social media....
REMEMBER - You can always use the bcotmedia tumblr tag 'moral panics' for some examples
'Then there was like quiet and we were all full of like hate'

Alex
Burgess' language was prophetic of counter culture of the 60's and of young peoples use of language in general.

This was scary to many and has been linked to EPHEBIPHOBIA
Young people challenging societal conventions, taking drugs, having sex, and indulging in 'a bit of the old ultra-violence' in Stanley Kubrick's film had a strong effect on the audience.

It represented an extreme version of where we could be in the future...
Anthony Burgess - Author
HYPODERMIC NEEDLE MODEL THEORY

The intended message is directly received and wholly accepted by the receiver e.g.

The idea is injected in to the audience members head
Dating from the 1920s, this theory was the first attempt to explain how mass audiences might react to mass media.

It suggests that audiences passively recieve the information transmitted via a media text, without any attempt on their part to process or challenge the data.
This theory was developed in an age when the mass media were still fairly new - radio and cinema were less than two decades old.

People were trying to understand how Hitler and Stalin had used the media to convince people of their ideologies.
Governments had just discovered the power of advertising to communicate a message, and produced propaganda to try and sway populations to their way of thinking.
Basically, the Hypodermic Needle Model suggests that the information from the media passes into the mass consciousness of the audience unmediated, ie the experience, intelligence and opinion of an individual are not relevant to the reception of the text.

Mediate = When information goes througha change when it enters the media
This theory suggests that, as an audience, we are manipulated by the creators of media texts, and that our behaviour and thinking might be easily changed by media-makers.

It assumes that the audience are passive and homogenous.

Homogenous = samey/ uniform
ACTIVITY (P3)

In your Google Doc please define the 'hypodermic needle theory' in your own words

Use a Moral Panic example to illustrate your point about how you agree/ disagree with the theory

Just make a start - you can complete it at a later date

10 minutes
PERSON 1

'Hip-hop is an art form full of of poetry, defiance and legitimate anger - it shouldn't be generalised. Don't hate the player, hate the game, yo'
'It sexualises women and glamorises money and possessions over anything meaningful'
HOMEWORK

Gather 5 PIECES OF RESEARCH on Moral Panic (e.g. web articles, videos, images) and add them to your Google doc.

DUE: NEXT LESSON
TWO-STEP FLOW THEORY

Media effects are indirectly established through the influence of OPINION LEADERS.

The majority of us receive much of our information and are influenced by the media SECONDHAND, through the personal influence of OPINION LEADERS.
Lazarsfield, Berelson and Gaudet found that information rarely flows directly from the reality into the minds of its audience unmediated (like the Hypodermic Needle model).

It is filtered/ mediated (changed through the media) via an OPINION LEADER (e.g. spokesperson) who then communicate it to the MEDIA (e.g. social media, newspapers, TV stations, Hollywood), over whom they have influence.
OPINION LEADER
MEDIA
Audience
INFORMATION
1 step
2 step
The audience receives the information from the media after elements have been SELECTED/ REJECTED by the ideas and thoughts expressed by the OPINION LEADERS

Therefore the audience is influenced not by a direct process, but by a TWO-STEP FLOW

This caused Lazarsfield et al to conclude that social factors were equally as important as the media in the way in which audiences interpret texts.
ACTIVITY

Define the 'Two-step flow' theory in relation to your Moral Panic

Mention if your Moral Panic has been influenced by OPINION LEADERS before reaching the MEDIA (Think about WHY this is? What is their agenda?)

Make a start

10 minutes
Some critics believe that a Moral Panic is when the 'moral majority' try to scapegoat parts of the media as if they were the only relevant variable in anti-social behaviour.
You will need to select a
Moral Panic that you are passionate/ angry/ fascinated/ opinionated/ care about for your 1st Assignment.

You will be creating a Vlog, Podcast, or Written Report about it and it will be your greatest work yet.
QUESTION

'A Clockwork Orange' caused a moral panic in the media....but what is a Moral Panic?
Young people, thanks to their strength, energy and willingness to try new ideas, are seen as a de-stabilising force by those who are invested in the old order.

The Ideology (values, thoughts, and beliefs) are threatened by young people.
A Clockwork Orange looks in to what happens when the government tries to control human behaviour
You all have GAfE accounts now

Contact me on Hangouts or Classroom if you need help

You will be submitting your work to me on Google Classroom this year.
Employers WILL look at social media when you apply for a position.

In our industry it is crucial that you have a professional presence online.

You need to create a professional twitter - please follow @bcotmedia so I can publicise you/ your work and get you work experience.
There will be tips and videos on Instagram to help you.
Use the 'moral panic' tag on my blog for tips
Burgess was attempting to capture the voice of young people that was seen to be threatening the established social order.

Since the 50's this has been a common moral panic eg blaming young people.
Please answer the following question....

'What is the most shocking media you have ever experienced?'
'A Clockwork Orange' analysis....

Sometimes Media can be a bit too challenging to a cultures ideology.

This is the question that the text raises.........
I have posted on each of these terms on my blog.

Look in the 'dictionary'.
The aesthetic (visual style) of 'A Clockwork Orange' has become iconic and used in pop culture as a signifier of controversy
The hashtag for Unit 6: Critical Approaches is #bcotcritic
As time has moved on since the 50's young people have grown to dominate the media.

There is a power shift - certain establishment powers tend to not like this.

This is where blame and fear around media can come from.
Music has often been blamed for inciting violence.

NOT racism, NOT lack of jobs, NOT lack of hope, NOT poor education, NOT lack of community....

....'it was the MUSIC's fault'.
'Our Art is a reflection of our reality'
Is it better for a man to choose to be bad than to be conditioned to be good?
ACTIVITY

CREATE LECTURE NOTES ABOUT THE MORAL PANIC OF 'A CLOCKWORK ORANGE'

TRY TO LINK IT TO OTHER MEDIA EXAMPLES eg GAMES, MUSIC, FILM, TV, WEB
PERSON 2

'It's misogynistic, cliched, and leads to stereotypes of black culture that have become the only visible cultural role-models to impressionable young black men'
bcotmedia.tumblr.com
Prophesy/ prophetic - to say that (a specified thing) will happen in the future.
Ephebiphobia - a fear of youth/ inaccurate, exaggerated and sensational characterisation of young people
Why do we like anti-heroes so much in our culture?
You can shoot it as a normal debate
You can choose to do it using finger puppets
You can parody reality TV

It is up to you.
Example of what someone did last year
FURTHER INSPIRATION FOR YOUR REPORT

'BrassEye' Available on 4oD
Black Mirror is another satire of Moral Panic

Scott Hayden

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A Clockwork Orange analysis - Moral Panics and Violence

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ACTIVITY What media do you think currently reflects our reality in 2016?