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
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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)