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Media theories - PowerPoint Presentation

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Media theories - PPT Presentation

Effects theory Hypodermic Syringe Innoculation what the media does to audiences Uses and Gratifications what audiences do with the media Reception theory Nationwide audience Dallas Seinfeld etc what audiences do ID: 483934

effects media theory theories media effects theories theory industry reception text fashion social year amp cultural vogue model thin

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Slide1

Media theoriesSlide2

Effects theory

(Hypodermic Syringe, Innoculation) – what the media does

to

audiencesSlide3

Uses and Gratifications

– what audiences do

with

the mediaSlide4

Reception theory

(Nationwide audience, Dallas, Seinfeld, etc) – what audiences do

to

the mediaSlide5

Effects TheoriesMass media/mass communications make people powerless to resist messages the media carries

Consumers are ‘drugged’, ‘addicted’ or ‘hypnotised’

Effects theories taken up with protection of young, link between violence and the mediaSlide6

Effects Theories

Historical stuff

Frankfurt School: Marxist German intellectuals reacting against Nazi propaganda and US advertising – suggested the power of big corporations and the state to control how we think

Rise of TV in the 50’s and 60’s – fear of danger to childrenSlide7

Effects Theories

Historical Stuff

Influence of behavioural scientists (think of Pavlov’s dogs) – media may reinforce attitudes through repetition

Bobo doll experiment (1963) – Bandura and Walters – children imitate adult treatment of doll seen on filmSlide8

Fiona Geraghty inquest: fashion industry blamed for girl's

death

Coroner says industry should stop using very thin models after schoolgirl suffering from eating disorder hanged herself

guardian.co.uk

, Wednesday 20 June 2012 18.14

BST

Fiona

Geraghty

killed herself last year because she believed she was overweight.

The

14-year-old was

described

by her school as 'charming, talented and lively'.

A coroner has blamed the 

fashion

 industry for the death of a schoolgirl found hanged after becoming convinced she was overweight.

Michael Rose, the West Somerset coroner, linked the death of 14-year-old Fiona

Geraghty

directly to the industry and called on magazines and model agencies to stop using very thin models. During the inquest in Taunton it was claimed that other girls at the public school she attended, King's College in Taunton, had taunted her about her weight. There was also criticism from her family of the way she was discharged by a community psychiatric nurse after being seen only four times.Recording a verdict of misadventure, Rose attacked the fashion world. "The one class of person not here who I hold directly responsible for what happened is the fashion industry," he said. "The problems of eating disorders amongst young people, particularly girls, did not exist before the 1970s. From that period onwards the fashion industry and the magazines promoted thin models and the thin figure."I do ask, particularly the magazines in the fashion industry, to stop publishing photographs of wafer thin girls. I do implore it, because at the end of the day for their benefit, families like this must suffer. It is, I am afraid, an increasing problem and until they control themselves it will continue."Fiona was found hanged at the family home in Nailsbourne, near Taunton, in July last year.Before the verdict was given Richard Biggs, head teacher at King's College, vigorously denied Fiona had been bullied about her size. He told the inquest: "She was involved in a disagreement with third form girls. My understanding of the incidents with the other girls was that they were more along the lines of clashes of personalities, which I don't think are unusual at that age.Slide9

The Health

Initiative

LAUREN MILLIGAN

 03 May 2012

 

12

comments

THE HEALTH INITIATIVE, a pact between the 19 international editors of 

Vogue

 to encourage a healthier approach to body image within the industry, is unveiled today in the 

June

issue

of

Vogue

.

"As one of the fashion industry's most powerful voices, 

Vogue

 has a unique opportunity to engage with relevant issues where we feel we can make a difference," editor 

Alexandra Shulman explains in her editor's letter, adding that the Initiative will "build on the successful work that the Council of Fashion Designers of America with the support of American Vogue in the US and the British Fashion Council in the UK have already begun to encourage a healthier approach to body image within the industry".In line with the Health Initiative, the international issues of Vogue jointly pledge - among other things - to "work with models who, in our view, are healthy and help to promote a healthy body image" and to "be ambassadors for the message of healthy body image".Slide10

Size zero debate

H&M under fire for using model so thin she's been called 'corpse-like' for launch of

Marni

collection

By 

DEBORAH ARTHURS

PUBLISHED:

 14:55, 9 March 2012 | 

Comments

(318)

Share

High Street store H&M has come under fire today for its use of a model some have said is so thin as to be 'corpse-like'. 

The model was used in PR material for the clothing giant's

Marni

campaign, the latest high profile designer collaboration to be launched by the firm. 

But some have complained that 26-year-old

Aymeline

Valade looks 'ready to collapse'.Read more: http://www.dailymail.co.uk/femail/article-2112617/Marni-H-M-collection-campaign-uses-model-shes-called-corpse-like.html#ixzz1yVjXKhR1Slide11

http://www.vogue.co.uk/news/2012/05/03/kate-moss-cover-june-vogue---olympics-jubilee-london/gallery#Slide12

Girl, 15, who went on a post-Christmas diet dies from anorexia in a year

By 

LIZ HULL

UPDATED:

 10:27, 29 September 2010

Comments (99)

Share

When Anna Wood said she was joining her mother on a post-Christmas diet, they expected to lose a few pounds then carry on life as normal.

But within months the grade-A student at an independent school was caught in the grip of a terrible eating disorder.

Her battle with anorexia took her through several crises, all the time reducing her frail body’s ability to survive.

And just over a year after starting the diet, she died aged 16.

A shadow of her former self: Anna in the grip of her anorexia and before she started the diet that ended up causing her death

Read more: 

http://www.dailymail.co.uk/news/article-1315734/Anna-Wood-15-went-post-Christmas-diet-dies-anorexia-year.html#ixzz1yVkca6e8

 

                                                                                   

 

                                                                                   Slide13

Effects TheoriesMoral panics: Concern, hostility, consensus, disproportionality, volatility

Two step flow:

Media

TextSlide14

Effects TheoriesMoral panics: Concern, hostility, consensus, disproportionality, volatility

Two step flow:

Media

Text

Opinion

LeadersSlide15

Effects TheoriesMoral panics: Concern, hostility, consensus, disproportionality, volatility

Two step flow:

Media

Text

Opinion

Leaders

Media

ConsumersSlide16

Effects TheoriesMoral panics: Concern, hostility, consensus, disproportionality, volatility

Two step flow:

Media

Text

Opinion

Leaders

Media

Consumers

1Slide17

Effects TheoriesMoral panics: Concern, hostility, consensus, disproportionality, volatility

Two step flow:

Media

Text

Opinion

Leaders

Media

Consumers

1

2Slide18

Effects Theories

What’s wrong with effects theories?

The problems with violence are often social/psychological not to do with the media

The media can often be positive rather than harmful

Criticism of the media using the effects model is often politically motivated

There is not real grounding of research and theory for this model.Slide19

U&G

Users of the media use media texts to satisfy certain needs

Based on Maslow’s Hierarchy of needsSlide20

U&G: Denis McQuail (1987)

Information

: finding out about the world; seeking advice; satisfying curiosity; education; gaining security though knowledge

Personal Identity

: reinforcement of personal values; models of behaviour; identifying with valued other; gaining insight into oneself

Integration and Social Interaction

: gaining insight into circumstances of others; identifying with others; basis for conversation with others; substitute for real life companionship; helping to carry out social roles; enabling connection with family friends and society

Entertainment

: escapism; diversion; relaxation; cultural or aesthetic enjoyment; filling time; emotional release; sexual arousalSlide21

U&G: James Lull (1990)

Structural

Environmental:

background noise; companionship; entertainment

Regulative:

keeping time; part of pattern of daily life

Relational

Communication Facilitation:

experience illustration; common ground; conversation starter; anxiety reduction; agenda for talk; value clarification

Affiliation/Avoidance:

physical/verbal contact/neglect; family solidarity; family relaxant/conflict reducer; relationship maintenance

Social Learning:

decision making; behaviour modelling; problem solving; value transmission; legitimization; information dissemination; education

Competence/Dominance:

role enactment; role reinforcement; substitute role portrayal; intellectual validation; authority exercise; gatekeeping; argument facilitationSlide22

U&G: Richard Kilborn (1992)

Part of routine and entertaining reward for work

Launchpad of social and personal interaction

Fulfilling individual needs – a way of choosing to be alone or of enduring enforced loneliness

Identification or involvement with characters

Escapist fantasy

Focus of debate on topical issues

Kind of critical game involving knowledge of rules or conventions of the genreSlide23

U&G: Problems

We may not have choice about what we watch

Neglects any aspects of effects theories

Neglects socio-economic factorsSlide24

Reception TheoryOften as opposite to Effects theories

Sees media consumption as active not passive

Suggests media texts are polysemic

Research examines social, cultural, economic, gender, sexuality as influence on the reading of media textsSlide25

Reception Theory

Active

versus

PassiveSlide26

Reception Theory

Reception Theory

versus

Effects TheorySlide27

1

Reception TheorySlide28

Nationwide Audience

David Morley 1980

Different social/economic groups watched same TV programme

Interviews reveal different readings of same textSlide29

Nationwide Audience

Dominant (Hegemonic) reading

: reader shares the encoded meanings of the text

Negotiated reading: reader shares some of the embedded ideologies but not all

Oppositional (counter-hegemonic) reading:

where the reader does not share the programme’s code and rejects the preferred readingSlide30

Nationwide AudienceMembers of the same subculture will tend to decode texts in similar ways.

Individual readings of texts will be framed by shared cultural formations and practices.

Slide31

2

Reception TheorySlide32

Watching Dallas

Ien Ang 1985

Different social/cultural groups watched same TV programme

Interviews reveal different readings of same textSlide33

Watching DallasImportance is the pleasure derived from ‘Dallas’ as entertainment

Independent of ideas about mass cultureSlide34

Watching DallasReaders saw characters as either realistic or unrealistic

All saw characters as ‘genuine’

‘Emotional Realism’

May see the programme as lowbrow but accept that it is entertaining.Slide35

3

Reception TheorySlide36

Leibes and Katz on Dallas (1984)International cross cultural groups watched Dallas

Retell the story

The retelling was shaped by cultural background although there were similar patterns amonst all groupsSlide37

4

Reception TheorySlide38

Watching Seinfeld

Lori Yanish 1995

Canadian and Dutch viewers’ reactions to Seinfeld

Dutch viewers associated American comedy with low class televisionMedia as cultural imperialismSlide39

5

Reception TheorySlide40

Madonna

John Fiske 1989

Does Madonna exploit the music industry or does the music industry exploit Madonna?Slide41

Modes of Address

How a text is constructed to make us feel that it is specifically aimed at us

The ways in which texts built to appeal to particular audiences (Skins, any children’s programme, The Sun)