media effects lecture

7/25/2019 Media Effects Lecture

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Media Efects, MoralMedia Efects, MoralPanics and AudiencesPanics and Audiences

MAC201

Rob Jewitt


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Essential reading:

Martin Barker & Julian Petley, 2001, IllEfects: the Media/Violence Debate 2ndEdition, !ondon: Routledge "es#

$ntrodu%tion

'a(id )auntlett, 1**+, -en t.ings wrongwit. t.e /ee%ts odel3.tt#:44www5t.eory5org5uk4da(id4ee%ts5.t

6aren Ross & 7irginia 8ig.tengale, 2009,Media and Audiences: New perspectives,Berks.ire: #en ;ni(ersity Press "es#%.a#ter


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Models and Research

The Hypodermic Syringe Model

The Two-step Flow Hypothesis

Eperiments

!laims


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Jaes Bulger was so s#e%ial as to deser(e s#e%iale@#lanation5 u%. an e@#lanation .as to be soe singular %.ange5 Easy

a(ailability o> sadisti% ls

-.ese ls %on(ey a distin%ti(e essage and one t.at

%orrelates wit. t.e be.a(iour o> t.e killers5 -.ere is a new kind o> l t.at akes t.e (iewer identi>y wit.

t.e perpetrator not t.e (i%ti5 D.at is e@#erien%ed (i%ariously will .a(e soe ee%t on soe

#eo#le ot.erwise ad(ertisers would be wasting t.eir tie andoney5

-.e situation is worsening #rodu%ers are e@#loiting newte%.nologies in in%reasingly so#.isti%ated ways5

!arge aounts o> resear%. .a(e establis.ed t.ere is a linkbetween /.ea(y (iewing o> /edia (iolen%e and /aggressi(ebe.a(iour
http://images.google.co.uk/imgres?imgurl=http://www.retrojunk.com/img/movies/Childs_play3_pic_889.jpg&imgrefurl=http://www.retrojunk.com/details_movies/105-childs-play-3/&h=350&w=244&sz=12&hl=en&start=6&tbnid=muF2Usg1NScSoM:&tbnh=120&tbnw=84&prev=/images?q=child%27s+play+3&svnum=10&hl=en&hs=nl&lr=&safe=off&client=firefox-a&rls=org.mozilla:en-GB:official&sa=Nhttp://images.google.co.uk/imgres?imgurl=http://www.retrojunk.com/img/movies/Childs_play3_pic_889.jpg&imgrefurl=http://www.retrojunk.com/details_movies/105-childs-play-3/&h=350&w=244&sz=12&hl=en&start=6&tbnid=muF2Usg1NScSoM:&tbnh=120&tbnw=84&prev=/images?q=child%27s+play+3&svnum=10&hl=en&hs=nl&lr=&safe=off&client=firefox-a&rls=org.mozilla:en-GB:official&sa=Nhttp://images.google.co.uk/imgres?imgurl=http://www.retrojunk.com/img/movies/Childs_play3_pic_889.jpg&imgrefurl=http://www.retrojunk.com/details_movies/105-childs-play-3/&h=350&w=244&sz=12&hl=en&start=6&tbnid=muF2Usg1NScSoM:&tbnh=120&tbnw=84&prev=/images?q=child%27s+play+3&svnum=10&hl=en&hs=nl&lr=&safe=off&client=firefox-a&rls=org.mozilla:en-GB:official&sa=Nhttp://images.google.co.uk/imgres?imgurl=http://www.retrojunk.com/img/movies/Childs_play3_pic_889.jpg&imgrefurl=http://www.retrojunk.com/details_movies/105-childs-play-3/&h=350&w=244&sz=12&hl=en&start=6&tbnid=muF2Usg1NScSoM:&tbnh=120&tbnw=84&prev=/images?q=child%27s+play+3&svnum=10&hl=en&hs=nl&lr=&safe=off&client=firefox-a&rls=org.mozilla:en-GB:official&sa=Nhttp://images.google.co.uk/imgres?imgurl=http://www.retrojunk.com/img/movies/Childs_play3_pic_889.jpg&imgrefurl=http://www.retrojunk.com/details_movies/105-childs-play-3/&h=350&w=244&sz=12&hl=en&start=6&tbnid=muF2Usg1NScSoM:&tbnh=120&tbnw=84&prev=/images?q=child%27s+play+3&svnum=10&hl=en&hs=nl&lr=&safe=off&client=firefox-a&rls=org.mozilla:en-GB:official&sa=N


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Rebuke

-.e Byron Re(iew200+

!iterature Re(iew by Pro>5

'a(id Bu%king.a E@#ert on %.ildren and ediaF

use

G
http://www.education.gov.uk/ukccis/about/a0076277/the-byron-reviewshttp://www.education.gov.uk/ukccis/about/a0076277/the-byron-reviews


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Rebuke

/Broadly s#eaking, t.e e(iden%e aboutee%ts is weak and in%on%lusi(e andt.is a##lies bot. to #ositi(e and

negati(e ee%ts5 > %ourse, t.is doesnot in itsel> ean t.at su%. ee%ts donot e@ist5 Howe(er, it is >air to%on%lude t.at dire%tly .ar>ul ee%tsare signi%antly less #ower>ul and less

>reIuent t.an t.ey are o>ten assuedto be, at least by soe o> t.e ost(o%al #arti%i#ants in t.e #ubli%debate5


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8e(ert.elessK

8euros%ientists are studying t.e brainlooking >or ee%ts

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http://youtu.be/FE61qIV0zSQ


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8e(ert.elessK

Howe(er, t.ese studies are la%kinge(iden%e

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http://youtu.be/Gg8LlUME-IMhttp://youtu.be/Gg8LlUME-IM


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%ssues%ssues

Martin Barker "2001: 2 %o#ares#ro%ess to edie(al wit%. trials5=ou %an only .a(e a wit%.F.unt i> you

belie(e in t.e e@isten%e o> wit%.%ra>t5=ou ust .a(e already de%ided innegati(e edia ee%ts i> your Iuestion is/does t.is #rodu%t .a(e t.e #otential tode#ra(e its audien%e
http://images.google.co.uk/imgres?imgurl=http://www.npr.org/news/images/2005/aug/24/crime_punishment200.jpg&imgrefurl=http://www.npr.org/templates/story/story.php?storyId=4814140&h=301&w=200&sz=10&hl=en&start=3&tbnid=71t-YAmb1-hMSM:&tbnh=116&tbnw=77&prev=/images?q=crime+and+punishment&svnum=10&hl=en&hs=dLV&lr=&safe=off&client=firefox-a&rls=org.mozilla:en-GB:official&sa=Nhttp://www.youtube.com/watch?v=yp_l5ntikaUhttp://images.google.co.uk/imgres?imgurl=http://www.rarebeatles.com/sheetmu/smhelter.jpg&imgrefurl=http://www.rarebeatles.com/sheetmu/sheetmu.htm&h=372&w=288&sz=26&hl=en&start=6&tbnid=sn0mtWeLDyv_aM:&tbnh=122&tbnw=94&prev=/images?q=helter+skelter&svnum=10&hl=en&hs=Owp&lr=&safe=off&client=firefox-a&rls=org.mozilla:en-GB:official&sa=Ghttp://www.trutv.com/library/crime/serial_killers/predators/moors/feather_4.htmlhttp://images.google.co.uk/imgres?imgurl=http://www.npr.org/news/images/2005/aug/24/crime_punishment200.jpg&imgrefurl=http://www.npr.org/templates/story/story.php?storyId=4814140&h=301&w=200&sz=10&hl=en&start=3&tbnid=71t-YAmb1-hMSM:&tbnh=116&tbnw=77&prev=/images?q=crime+and+punishment&svnum=10&hl=en&hs=dLV&lr=&safe=off&client=firefox-a&rls=org.mozilla:en-GB:official&sa=Nhttp://www.trutv.com/library/crime/serial_killers/predators/moors/feather_4.htmlhttp://images.google.co.uk/imgres?imgurl=http://www.rarebeatles.com/sheetmu/smhelter.jpg&imgrefurl=http://www.rarebeatles.com/sheetmu/sheetmu.htm&h=372&w=288&sz=26&hl=en&start=6&tbnid=sn0mtWeLDyv_aM:&tbnh=122&tbnw=94&prev=/images?q=helter+skelter&svnum=10&hl=en&hs=Owp&lr=&safe=off&client=firefox-a&rls=org.mozilla:en-GB:official&sa=Ghttp://www.youtube.com/watch?v=yp_l5ntikaU


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http://www.nme.com/news/eminem/7140


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6i# 6inkel "age 1?, #ringeld

regon $t is K a drasti%ally dierent world

>ro t.e %.ild.ood days o> .is#arents, w.en toy soldiers and %a#

guns >ullled >antasies o> (iolen%e5n an internet ser(i%e site .e%reated, 6i# des%ribed .is .obbies asrole #laying "(ideo gaes, Hea(yetal usi%, (iolent %artoons,tele(ision, sugared %ereal, t.rowingro%ks at %ars and 'C %oi%s53

-.e )uardian, aturday May 291**+
http://www.guardian.co.uk/world/1998/may/23/3http://www.guardian.co.uk/world/1998/may/23/3http://www.guardian.co.uk/world/1998/may/23/3


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&ey Themes

Pearson "1*+9 outlines a %y%li%alre#etition o> >ears about %olla#se o>

>aily, religious and oral de%line,yout.>ul insubordination and a looing%risis o> %i(iliLation5

Entertainments .a(e ee%ts on

be.a(iour and so%ial attitudes5 .eer num$ers o> users are t.e

#roble5


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1 ass edia

and ass %ouni%ations

8ot ust siLe but relations.i#s andso%ietal organisations

Mo(eent >ro traditional so%ieties toindustrial and urban so%ial >orations


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1?

Traditional %ndustrial

!and4rural ;rban

Artisans Na%tory worker

Naily ;nrelated

killed ;nskilledrgani% Me%.anisti%

$n>oral Bureau%rati%

Dar C.ill

Counity $ndi(idual


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1G

How to understand all

this An@iety o> aut.orities regarding so%ietal

%ontrol, law & order

Near o> t.e unskilled, unedu%ated %rowd>or%ed toget.er by industrialisation

Per%ei(ed o> as passi'e and easilyani#ulated "to w.at end

!ooks to eergen%e o> ass%ouni%ation >or %orru#ti(einOuen%e4blae


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Efects research

tarts >ro a #reise based inorals

Central Iuestion:/.ow u%. .ar is done to (ulnerable

(iewers by i#ro#er edia aterials

ee )auntlett3s /10 t.ings wrongwit. t.e ee%ts odel >or %ritiIue


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Probles

Assues edia ae%ts be.a(iour, butt.is needs to be argued and e(iden%ed5 'istin%ti(e essage F %an we assue t.ere

is a "singular reading3 Con%ei(es o> audien%e as #assi(e


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1*

Probles

$denti%ationK but /distin%ti(eessage o> Childs Pla !is t.atstanding u# to e(il and .el#ing ot.ers is

rig.t e(en i> it eans risking #ersonalsa%ri%e5

Proo> o> edia ee%ts lies inad(ertisingK

D.y would #eo#le #ay >or ad(ertising i> it.ad no ENNEC-

Coon antra o> ad(ertisers is t.at itdoesn3t work as we e@#e%t


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D.at is 7iolen%e

D.at is /edia (iolen%e Rank t.e>ollowing in ters o> t.e ost to t.e least(iolent: $t%.y and %rat%.y a(ing Pri(ate Ryan

-.e o#ranos

in City

Rabo 8ews "war

Bo@ing

DDE wrestling

Modern Dar>are 9


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'ene

-.e #oint is are we e(en talking about%o#arable >eatures, let alone are t.eyt.e sae

Be%ause /edia (iolen%e e@ists only int.e %onte@t o> narrati(e, %.ara%ters,

genres, et% it is si#ly a ter t.at isi#ossible to dene5


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Conte@t

-.e idea t.at (iolen%e is disturbing andtrauati% is bad >or t.e audien%e issiilarly unsustainable as it ust surelyde#end on its >un%tion "see %.lesingeret al 1**2


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7iolen%e in "he #opranos:

Essential or e@%essi(e
http://www.youtube.com/watch?v=Nu22QZgpK7M


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2ro an early age5 Many %.ildrenare >rig.tened by .orror but t.is is also true o>

t.e news5 -.e ability to de(elo# %o#ingstrategies >or %tion but not >or >a%tual#rograes s.ows t.e so#.isti%ation o> %.ildrenin reading te@ts5


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2G

Thin( o) the children*
http://youtu.be/T3kQqLduuPw


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!harlie +roo(er

Gameswipe

2
http://youtu.be/ZABXAfIFByg


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2+

/$t is now #er.a#s ore interesting not to askw.at t.e ee%ts o> tele(ision are, but rat.erw.y t.ere is so u%. %on%ern about t.eIuestion ")auntlett

Moral Panics and Media

Efects


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2*

/$t is now #er.a#s ore interesting not to ask w.att.e ee%ts o> tele(ision are, but rat.er w.y t.ere isso u%. %on%ern about t.e Iuestion ")auntlett

Moral Panic /a %ondition, e#isode, #erson orgrou# o> #ersons eerges as a t.reat to so%ietal(alues and interests: its nature is #resented in astylised and stereoty#i%al >as.ion by t.e assedia: t.e oral barri%ades are anned byeditors, bis.o#s, #oliti%ians and ot.er rig.t t.inking#eo#le so%ially a%%redited e@#erts #ronoun%e t.eirdiagnoses and solutions ways o> %o#ing aree(ol(ed or "ore o>ten resorted to5 "Co.en 1*2,#5*


Efects


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90

$denti>y

#roble Aut.orit

yres#onse

Media%a#aign

tigatise

i#li>y


Efects


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91

Main Features o) a Moral

Panic Con%ern:be.a(iour o> a #arti%ular grou# re#resented as.a(ing t.reat5

7olatility:s.ortFli(ed5 Pani%s eru#t draati%ally but arediQ%ult to sustain5 8egati(e %onseIuen%es >or t.e rest o>

us5 Hostility:/>olk de(ils %onstru%ted to %reate a %lear

di(ision between /t.e and /us5

Consensus:wides#read a%%e#tan%e o> t.e t.reat #osedby t.is grou#5 8ot ne%essarily reOe%ting national

%on%ern, but t.e %a#aigner will be (ery (o%al w.ilst t.eo##osition will be weak and disorganised5

'is#ro#ortionality:wild e@aggeration o> e(iden%e5 8otonly t.e nuber o> #eo#le in(ol(ed but also t.e s%ale o>t.e


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Efects Moral #ani%s in(ol(e t.e %onstru%tion o>/>olk de(ils t.at need %ontrolling, w.i%.leads to in%reased so%ial %ontrol "ieregulation: BBNC, E!PA, >%o, et%5

-.is o%%urs during #eriods w.en#ower>ul grou#s or t.e ruling %lasses>a%e troubled ties5 -.e #ani% t.en

be%oes a substitute >or t.e real "andore #robleati% so%ial issues5 Eg: Manhunt $(s BBNC


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99


Efects


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9y

#roble Aut.orityres#onse

Media%a#aign

tigatise

i#li>y

An@iety aboutedia use

A'H'SAutisS

Addi%tionS

7ideo gaesS

Publi%3sknowledge o>

s%ien%e

Censor4regulat


Efects


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9?

Historical Perspecti'e

)reek #oetry,


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The $etter angels o) our

nature Belie(e it or not, (iolen%e .as been in

de%line >or long stret%.es o> tie, and weay be li(ing in t.e ost #ea%e>ul era in our

s#e%iesT e@isten%e5 -.e de%line .as not beensteady it .as not broug.t (iolen%e down toLero and it is not guaranteed to %ontinue5But it is a #ersistent .istori%al de(elo#ent,(isible on s%ales >ro illennia to years,

>ro world wars and geno%ides to t.es#anking o> %.ildren and t.e treatent o>anials3

te(en Pinker, 2011, %uardian

9G


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!onclusion

7ested interests in a##ro#riating blaeat t.e doorste# o> t.e edia

Most >reIuent %on%ern is newedia4%ultural be.a(iour and #ra%ti%es

All edia %ontent is not t.e sae ore(en >or e(eryone

i#listi% %ause and ee%t %lais are#robleati%

9


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Reading !ist

Martin +ar(er &ate +roo(s, 1**+, &nowin' Audiences: (ud'eDredd) Its *riends) *ans and *oes, !uton: ;ni(ersity o> !uton Press

Martin +ar(er ulian Petley, 2001, Ill Efects: the Media/ViolenceDebate 2nd Edition, !ondon: Routledge

#a'id +uc(ingham, 1**G, Movin' I+a'es: ,nderstandin' Childrens

E+otional -esponses to "elevision, Man%.ester: Man%.ester ;ni(ersityPress5 Stan !ohen, 1*2, *ol. devils and +oral panics5 !ondon: Ma%)ibbon

and 6ee #a'id .auntlett, 1**?, Movin' Eperiences: ,nderstandin'

"elevisions In0uences and Efects, !ondon: Jo.n !ibbey Press #a'id .auntlett, 1**+, -en t.ings wrong wit. t.e /ee%ts odel3

.tt#:44www5t.eory5org5uk4da(id4ee%ts5.t

+o$ Hodge #a'id Tripp, 1*+G, Children and "elevision: A #e+ioticApproach5 Cabridge: Polity Press "C.a#ter


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And nallyK5

Nor e@a#les o> illFin>ored #ressuregrou#s working against w.at t.ey see asedia (iolen%e:

.tt#:44www5ediawat%.uk5org4ainsite5.t "note, not to be %on>used wit..tt#:44www5ediawat%.5%o4 w.o arelongFter a%ti(ists o> edia edu%ationS

-o read Henry Jenkins debunk t.e yt.o> (ideo gae (iolen%e (isit: .tt#:44www5#bs5org4k%ts4(ideogaere(olu

tion4i#a%t4yt.s5.tl

media effects lecture

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