Question 9) "The media effects debate is an outdated concept." Discuss the statement in relation to a media product you have studied. Use examples to support your answer.
- 'Media effects debate' the idea that media negatively impacts the audience. (invented in the 60s but we can still see the impacts today in 2022)
- 'Outdated' no longer applies to current times
- 'Discuss' argue both sides. its a debate question
- 'examples' my product- House Of The Dragon: intense gore and violence
- Adorno/Packard- Hypodermic syringe
- Gauntlett- audiences can filter and adapt the content they see
- Talk about regulation- BBFC. How has regulation gotten stricter? You have to meet age requirements.
- Can talk about social media
- Cohen- media products create moral panics
Patterns of Media Regulation questions
-There will be a quote to argue
20 Marker
- 40 minutes and 3 minute plan
- Passive (negatives) and Active (positives) audiences. Argue both sides and refer back to the question.
- Gauntlett says audiences filter and adapt (active)
- Altman says pleasures (active)
- Talk about Regulation. BBFC (BBFC is only guidance and parents should take accountability)
- Examples for names of products, different scenes, names of social media channels. (Twitter outburst over incest in HOTD audiences don't filter and adapt)
- Online age. effects of parental controls and how they are easy to bypass.
Theorists Dates/Full Name
- Focus on 2nd name and what they said.
Active Audiences and Passive
Active: Positives of media products. We watch media for entertainment purposes and escapism (McQuail uses and gratifications: escapism, social interaction, surveillance learning about the world, personal identity- what is relatable.) (Hall preferred readings: what is the product actually about and its meaning) (Ferguson: no long term effects of media)
(REP) Earpz and Cats: men are violent
(REP) Mulvey: Male gaze creates unrealistic beauty standards.
Passive: (Anderson desensitisation: we will copy) (Packard Hypodermic Syringe: easily injected with negative images and themes. Netflix: parental controls can be bypassed, lie about age on social media + 24/7 access. Parents are digital immigrants trying to protect digital natives,) (Cohen moral panics: media products creating fear in a community. Parents are scared they children will recreate violence)
Representation
- How people and places are represented in media. Stereotypical or Challenged?
- Gender, sexuality, race, types (Heroic Protagonist, antagonist, prince/princess, damsel)
- Mulvey: Male gaze (BOTH)
- Earpz and Katz: Men have a pathological need violence and control (STEREOTYPICAL)
- Said: People of colour are funny, pitied, violent. (CHALLENGED)
- Dyer: rep should be questioned
- Rogers: Ideal self/ partners- Rhaenyra is a post feminist ideal self.
Narrative
- Techniques used to tell a story
- Character types Propp: "stock characters"- Heroic protagonist (costume, gesture), Antagonist (camera angle) back up Propp with mise en scene.
- Stories are told through binary oppositions (Strauss): good vs evil. Back this up with camera angles and editing (shot-reverse-shot, cross cutting)
- Stories always have a similar structure (Todorov talks about narrative structures; Equilibrium- everything is fine, Disequilibrium- enigmas and problems begin, Resolution- everything is fine, left open.) If it starts with disequilibrium: its engaging (Altman : this is an intellectual puzzle)] back this up with sound.
- Altman offers pleasures (visceral, and intellectual are in my product)- mise en scene with blood and Underdog protagonist struck with fear.
Above and Below the line Advertising
- Above: Going above and beyond. Methods used to target mass audiences: billboards, TV adverts, radio, social media posts, Print and Newspaper. These are expensive but effective as obtaining the mass audience secures mass profit. James Camerons Avatar (20th Century/Disney) advertised on abc and ESPN as they are both subsidiaries. Sports Men from ESPN love violence and war.
- Below: Targeted advertising to a very specific audience/demographic such as the personalized email Spotifies 'wrapped' directly targets specific audiences, social media posts
WEB 2
- WEB 2.0 is know as the interactive web that lets you access interactive content (things that move). How technology has converged.
- Social media is a big part
- Its an effect of technological convergence.
- Accessed on a block box device.
- Majority used by digital natives
