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TASK A - Describe the moral panic, the aftermath and the solution.
TASK B - Direct effects, UandG, marxism and reception studies
TASK C - Stuart hall - reception studies
Introduction - 1 min
Discussion - 8 min
Conclusion 1 min
Each theory of 2 mins

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-Negotiated - Using cultrual background the audience decode the message encoded in the text and choose to use only certain bits of it that fit with their lifestyle.
- Oppositional - The audience rejects the media product as its messages do not fit with their lifestyle. Bricolage = Dick Hebdige. In rejecting the media message the audience use t for another purpose and subvert its preferred reading.

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-Mulvey is a freudian theorist. This division, according to mulvey, isn't enough to sucure male pleasure. There is still the threat of castration anxiety. This, she claims, is placated in two ways:
-Visually, female characters are forced to conform by using or waring objects of opression( forced upon women) which are used to replace the missing phallus( cigerette, stilettos, a dress)
-Narratively, the female character that does not confirm to stereotype is punished

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Mulvey takes the concept of

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This is the source of social oppression. This portrays women negatively. Mulvey wants to create a new language of film making, a female language.

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The male gaze may be seen by a feminist either as a manifestation of unequal power between gazer and gazed, or as a conscious or subconscious attempt to develop that inequality.

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In film, the male gaze occurs when the audience is put into the perspective of a heterosexual man. Films are about 'men' looking at women. Men assume position of power.

Tradition - Hollywood screen language is a set of accepted rules governing visual communication. They were developed by men and have been used by men. Representational bias, occurs because through tradition these techniques that have come to dominate Hollywood film making.

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-In film, the male gaze occurs when the audience is put into the perspective of a heterosexual man. A scene may focus on the curves of a woman's body, putting you the viewer in the eyes of a male (MENS POINT OF VIEW)
- Because of this women are seen as objects instead of people.
-The male gaze leads to Hegemonic ideologies within our society Hegemonic = ruling or dominant in a political or social context

Good source - https://www.slideshare.net/christimothy12/laura-mulvey-the-male-gaze-26381318

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1.statistical analysis, analysis and Looking at types of stories and the way Muslims were described and the language used,
2. The conclusions were made that the perceived threat of there being more mosques than churches was proven to be "nonsense' because statically there are only 900 mosques and 42,000 churches.
3. In this relationship the media statistically has more power because of there audience in the country compared to the islamic community being a  smaller number.
4/5. This links to marxism because it is the debate between the islamic community and the media. The consent is the newspaper, they exaggerated the representations in the community. "There are roughly 900 mosques and there are 42,000 churches, so this is a ridiculous report." for example. The medias/newspapers portrayal of the community is purely exaggerated.
6.This could be changed by representing the community different. Change the capitalist owners. Or muslims could work in the media.

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Ruling class, work to manufacture consent. They ask for permission from the the masses to have authority.
News for example, who gets to tell it and why should they.

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Neo-Marxism is a loose term for various twentieth-century approaches that amend or extend marxism and marxist theory.

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He called the masses proletariat and said that they have the potential to revolt. That when they saw the illusion in the capitalist system.
The proletariat
The media is too powerful at this time

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Marx noticed that this power was i the hands of a few select people. He called these select people the Bourgeoisie. He wonder what kept the masses uprising and taking control.
He said that the masses had been tricked into thinking that they needed the products from capitalism.
Every product has a value. They were destined to work within a capitalist system controlled by Bourgeoisie to get money to buy the products that they themselves made.
Those that do not work within the capitalist system would not survive.
The way that we treat people who don't work is horrable but we have to to make capitalism work.

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These people all had 1 thing in common that they wanted capitalism to work.
Examoles:
Bill gates
Rupert Murdolf
Mark Zuckerberg

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1750 to 1850 capitalism changes. The industrial revolution. Cottage industries happened before the industrial revolution. They were small production fitted to the liking of the audience. The industrial revolution changed this and created mass production of products. This is due to capitalism.

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The direct effects model gives the media too much power, therefore making the audience look stupid/are passive.
U&G - Claims the media isn't powerful, people will watch what they want.
Marxism is in between The direct effects model and the U&G theory. It has the best of the two.

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Marxism is an economic and social system based upon the political and economic theories of Karl Marx and Friedrich Engels. A system of economic, social, and political philosophy based on ideas that view social change in terms of economic factors.
Marx look at a concern he had that in capitalism how can 1 person rule over many that are working under them. He looked at finding out who was in power in capitalist societies and how the power is maintained.
Marx said that in any era if you want to know who is in power that you need to ask who owns the means of production.
Good points:
Marxism Provides a good model for the media. The masses have the potential to reject the model.
Bad points:
The masses are seen as unable to see the illusion. There has been no revolution. Where capitalism is very strong there is no revolution.

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Tension release needs - including escape and diversion
Affective needs - including emotion, pleasure, feelings.
Personal integrative needs - including credibility, stabilty, status.
Cognitive needs  -
Social integrative needs -
Escapism - allows the audience to step outside of their normal lifestyle.
Personal relationships - Personal relationship are created with characters in media text.
Personal identity - When a person creates part of their own identity from things they find attractive in people from media text. e.g haircut from a person in a film or magazine.
Surveillance - The audience gain an understanding of the world  around them.
In Practice
Can be seen working in the audience choosing to watch a film to the mood. Angry would be a calm film, sad would be a film with more action/anger.

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Warmth = Blanket
Comfort/relaxation = Driving a Car/youtube/Netflix
Entertainment = Video Games
Adrenaline = Competitive games or driving
Skills = Adobe

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Blumler and kats(1974) devised the uses and gratifications model. Blumler and katz's uses and gratifications thoery suggests that media users play an active part in choosing how they use it.

Users take an active part in the communication process and are goal oriented in their media use.
- They theorised that the audience had certain needs and that these could be measured.

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-Observed problems with the direct effects model.
- Started from the audience not the producers.
Looked at ways in which audiences use the media.

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-Audience seen as passive. However most of the audience make there own decisions so were not passive. Focused on the poor.
-Ignores social problems. Instead they do things like ban violent video instead of stopping violence.
-Not testable
-Right wing politics
-Media Determinist - Every problem and solution has a media explanation, this is not true.

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Cohen - Stanley Cohen is the author of the study of folk devils and moral panics. He summarised what a moral panic is and how a panic becomes a moral panic, and the five stages of the process. This links to what we are doing because moral panics effect how people respond to things. Therefore linking to the direct effects model.
Alton - MP that passed laws directed to the direct effects theory.
Bandura - Analysed if children would be violent or change after seeing violent videos.
Whitehouse - Following a moral campaign led by Mary Whitehouse and the NVALA, local jurisdictions began to prosecute certain video releases for obscenity.(gore)
Bulger - James bulger got killed on a train track. The media got some of the films that the parents rented and Childs play 3, even though it wasn't linked they banned it and blamed the film for the death.
Frankfurt - The direct effect model is a theory of mass media associated by the frankfurt school. Said the audience was passive.

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e.g At the inquest and trial the judge justice Morland made comments in his closing statements which linked the murder to the boys obsession with video and in particular violent horror film.
Newspaper reacted
Politicians David alton became involved and the video recording act was updated to say that the person in possession of the film can now prosecuted.

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They exgerrated headlines. The exposure of of nasties to children began to be blamed for the increase in violent crime amongst youths and all manners of social ills.

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Video Recorders for whatever reason saturated the market in the UK. The UK had the largest amount of video recorders.
There was no laws against what you could record or watch.
Video rental shops blew up as people could now watch things at home.
A lot of the films were cheap and not good films.
Police awareness of the new medium was quick. They famously began to raid video retailers and make seizures.
Go video, in an effort to boost publicity and generate sales that ultimately backfired, wrote to mary whitehouse and she took it far.

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Cohen looked at these and how they are reported (mods and rockers). He theorised that the scene set for other resorts.
Clacton 1964, two groups fought, vandalised and broke windows. They reported this with ridiculous titles.

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Youth groups in the 1960s all become associated with certain types of violence, which provoked public reaction and emotion, cohen was interested in the way in which the media harness this emotion and use it to their advantage.
Mods and rockers are seen as a threat to law and order largely through the way the mass media represented them. The media then called for punishment to be set.

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1. PETA - People for the Ethical Treatment of Animals.
A nonprofit corporation with nearly 400 employees, it claims that it has 6.5 million members and supporters, in addition to claiming that it is the largest animal rights group in the world. Its slogan is "Animals are not ours to eat, wear, experiment on, use for entertainment, or abuse in any other way

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Five stages of the process

1. Something or someone is perceived and defined as a threat to social normsand the interests of the community or society at large.

2. News media and members of the community/society then depict the threat in simplistic symbolic ways that quickly become recognizable to the greater public.

3. Widespread public concern is aroused by the way news media portrays the symbolic representation of the threat.

4. Authorities and policy makers respond to the threat, be it real or perceived, with new laws or policies.

5. The moral panic and actions by those in power that follows it results in social change within the community.

Five key sets of actors involved in the process of moral panic.

1. The threat that incites the moral panic, which Cohen referred to as "folk devils";

2. Enforcers of rules or laws, like institutional authority figures, police, or armed forces;

3. The news media, which breaks the news about the threat and continues to report on it, thereby setting the agenda for how it is discussed, and attaching visual symbolic images to it;

4. Politicians, who respond to the threat, and sometimes fan the flames of the panic;

5. And the public, who develop focused concern about the threat and demand action in response to it.

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1. David Gauntlett is a writer of the article Ten things wrong with the media 'effects' model. He is the author of several books on media and identities, and the everyday creative use of digital media.
2. I agree the direct effects model is flawed as David makes some good points about the effects model treating children as inadequate.
3. One flaw in the direct effects model is it treating children as inadequate. Children are often considered in what they cannot do and not so much of what they can do. So they are blamed as a younger generation. They are treated as if they have no decision making and are unable to make chooses and are referred as stupid. There is proof however that children can think for themselves and need more opportunities to decide.
4. He seems to suggest behind these

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A moral panic is a feeling of fear spread among a large number of people that some evil threatens the well-being of society. A Dictionary of Sociology defines a moral panic as "the process of arousing social concern over an issue – usually the work of moral entrepreneurs and the mass media".
-Public Anxiety
Stanley would say there has to be a law passed for it to be a moral panic.
-Examples
Video Games
Videos
Dogs attacking people
Aids

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The direct effect model is a theory of mass media associated by the frankfurt school.
Media influence or media effects refers to the theories about the ways the mass media affect how their audiences think and behave.

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-Where we see a direct effect argument being used to solve social problems.
-Stanley Cohen - Moral panics and folk devils. (1972)
-Original episodes of mods and rockers. He was interested in the reporting of it from the media and how they exaggerated it.
(Video Nasties 1984 1993)