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Hypodermic Needle Theory-
This theory focuses on the idea that audience's passively receive information from media formats without consciously doing so. Its aim is to effectively explain how mass audiences might react to mass media.
The theory suggests that the mass audiences viewing the text (eg. film, radio, poster) are manipulated by the producers, with the viewers thoughts and ideas been altered by the media. Manipulation of the population has been used through propaganda for years, which allowed the governments and people who needed support to alter the way people think, particularly the way they wanted them to think. It is important to address the fact that this is the main reason why people don't believe certain groups should be exposed to certain media formats, due to content that could be performed by the viewer themselves. An example is parents not wanting their children watching violent films, in fear that they may be encouraged to act them out themselves.
Uses and Gratifications- This theory suggested that audiences made choices about how they consumed the media they'd viewed. Suggesting that audiences had different motives and needs for viewing media and therefore reacted differently.
Lasswell suggested that media had the following functions:
- Correlation
- Surveillance
- Entertainment
- Cultural transmission
Further research was done into this theory and it was re-published in 1974. This time it suggested that audiences chose the media they viewed for different purposes:
- Diversion - escaping from everyday life
- Personal relationships - substitute for emotional interactions eg. soaps for family life
- Personal identity - learning behaviour/actions from media
- Surveillance - used for living eg. weather, news..
Moral Panics-
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Moral panics are effects which are
supposed to emerge when the media consistently represents a subgroup as
dangerous or deviant. If the media describes a group, such as 'youths' to be up to no good or troublemakers the public may treat them differently. They may try to avoid them on the street, and direct verbal and physical abuse at them.
These 'problems' challenge the normal lives of the public and can disrupt them immensely. It highlights the impact that the media has on the population and how one little media text that suggests an idea can influence the whole population in their views.
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Moral Panics can be broken down into 3 stages-
Occurance and Significance-
When a situation occurs, the media capitalises on it and produce mass media coverage on the situation. This is particularly bad when the story involves violence. The media often heavily portray it as an extremely dangerous situation and the public becomes worried by this.
Wider social implications-
The public make connections between the event and the possibility of it happening to their society. This paranoia is further confirmed by experts in the field who claim that "one event is just the tip of the iceberg," this then confirms the public's belief that something similar will happen, even though it may not. The expert opinions create the illusion that the information and statistics are correct even if they may never happen.
Social control-
The stress and unrest developed from these moral panics usually results in a change of law/new law introduced. The laws target the 'deviants' and 'troublemakers' that caused the issues in the first place, which satisfies the public as the potential threat is reduced.
Inoculation Theory-
Inoculation Theory-
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Inoculation theory suggests that
continued exposure to specific TV messages would
lead to an audience becoming desensitised, and therefore not view issues as important and out of the ordinary. Once the media viewed becomes immune to an individuals system, they will see it as normal.
For example, if an audience was consistently shown violence on the TV they will develop a different understanding towards it. It will become the social norm, and they may view it as normal and acceptable behaviour to be conducted by themselves and others and therefore will ignore it as anything out of the ordinary. For instance, they may have watched a gang beat up another individual. They would then become desensitised to this, so if they witnessed it in real life, they would believe it was just normal behaviour, despite it not being.
Catharsis Theory-
Catharsis Theory looks into the idea that exposure to violence in the media may result in reduced aggression from viewers. It allows the audience to take out anger, frustrations or emotions without physically or emotionally hurting anyone, as their aggressive tendencies are released in a harmless manner For example, children who play violent video games may be less likely to perform similar acts in real life as their frustrations have been reduced and they will be aware of the consequences of these actions.
The theory suggests that this is an effective way in reducing aggression amongst the population. Many believe that releasing this build-up of tension, and anger is much healthier than keeping it bottled in. The theory suggests that taking part in these media actions cleanses these negative feelings and emotions, and therefore reducing violence in societies.
What do the BBFC do?
The British Board of Film Classification's main aim is to inform the viewer of media content, and protect them from what they may not wish to view.
Most of the media works viewed by the examiner is done alone. However, films for cinema release, video games and adult submissions are viewed by two examiners. The examiners will watch the film in the location it is submitted to be viewed in. For example, if it's a cinema release the examiner will view the film in a cinema, to understand the full effect it will have on the audience.
The examiners view the media and assess which classification it will be given.
Cuts are usually put in place as a last resort to allow the product to be accepted into a particular classification. This is mainly to protect the viewer, who may not be aware of the content shown in the media product. The board often suggests to the producer/distributor what needs to be removed in order for the film to pass as a particular certificate. It is important for the board to cut out inappropriate behaviour as it will allow the media product to be released without offending people or glamorising inappropriate actions, eg, violence. If the board is unable to cut the film to make it appropriate, it is often rejected. However, this is only in extreme cases, a common example is sexual themes that are deemed unacceptable. The rejection of media products is usually if the cuts make the product incoherent, or the cuts required would be too extensive.
The BBFC classifies all forms of media, from cinematic releases, trailers, DVDs, Blurays and video games. The BBFC focuses on providing the audience with extensive information about specific media products they are interested in, focusing on what it includes and the suggested audience for viewing it. By providing this information they keep the audience well informed and protected from any content that may be unsuitable to them as an individual. This is probably most important for parents who wish to keep their children from viewing and playing inappropriate films and games that may influence their behaviour, such as products with heavy violence.
Catharsis Theory looks into the idea that exposure to violence in the media may result in reduced aggression from viewers. It allows the audience to take out anger, frustrations or emotions without physically or emotionally hurting anyone, as their aggressive tendencies are released in a harmless manner For example, children who play violent video games may be less likely to perform similar acts in real life as their frustrations have been reduced and they will be aware of the consequences of these actions.
The theory suggests that this is an effective way in reducing aggression amongst the population. Many believe that releasing this build-up of tension, and anger is much healthier than keeping it bottled in. The theory suggests that taking part in these media actions cleanses these negative feelings and emotions, and therefore reducing violence in societies.
What do the BBFC do?
The British Board of Film Classification's main aim is to inform the viewer of media content, and protect them from what they may not wish to view.
Most of the media works viewed by the examiner is done alone. However, films for cinema release, video games and adult submissions are viewed by two examiners. The examiners will watch the film in the location it is submitted to be viewed in. For example, if it's a cinema release the examiner will view the film in a cinema, to understand the full effect it will have on the audience.
The examiners view the media and assess which classification it will be given.
- Universal
- Parent Guardian
- 12 (12A)
- 15
- 18
- R18
Cuts are usually put in place as a last resort to allow the product to be accepted into a particular classification. This is mainly to protect the viewer, who may not be aware of the content shown in the media product. The board often suggests to the producer/distributor what needs to be removed in order for the film to pass as a particular certificate. It is important for the board to cut out inappropriate behaviour as it will allow the media product to be released without offending people or glamorising inappropriate actions, eg, violence. If the board is unable to cut the film to make it appropriate, it is often rejected. However, this is only in extreme cases, a common example is sexual themes that are deemed unacceptable. The rejection of media products is usually if the cuts make the product incoherent, or the cuts required would be too extensive.
The BBFC classifies all forms of media, from cinematic releases, trailers, DVDs, Blurays and video games. The BBFC focuses on providing the audience with extensive information about specific media products they are interested in, focusing on what it includes and the suggested audience for viewing it. By providing this information they keep the audience well informed and protected from any content that may be unsuitable to them as an individual. This is probably most important for parents who wish to keep their children from viewing and playing inappropriate films and games that may influence their behaviour, such as products with heavy violence.
