Download - Moral Panics Media Effects and Audience
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Media Effects, Moral Media Effects, Moral Panics and AudiencesPanics and AudiencesMedia Effects, Moral Media Effects, Moral
Panics and AudiencesPanics and Audiences
MAC201 Rob JewittMAC201
Rob Jewitt
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Essential reading:Essential reading: Martin Barker & Julian Petley, 2001, Ill
Effects: the Media/Violence Debate – 2nd Edition, London: Routledge (esp Introduction)
David Gauntlett, 1998, ‘Ten things wrong with the “effects” model’ http://www.theory.org.uk/david/effects.htm
Karen Ross & Virginia Nightengale, 2003, Media and Audiences: New perspectives, Berkshire: Open University Press (esp chapter 4)
Martin Barker & Julian Petley, 2001, Ill Effects: the Media/Violence Debate – 2nd Edition, London: Routledge (esp Introduction)
David Gauntlett, 1998, ‘Ten things wrong with the “effects” model’ http://www.theory.org.uk/david/effects.htm
Karen Ross & Virginia Nightengale, 2003, Media and Audiences: New perspectives, Berkshire: Open University Press (esp chapter 4)
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Models and ResearchModels and Research
The Hypodermic Syringe ModelThe Two-step Flow HypothesisExperimentsClaims
The Hypodermic Syringe ModelThe Two-step Flow HypothesisExperimentsClaims
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Violence and the Media Debates
Violence and the Media Debates
DesensitisationYou are more likely to commit acts of
violence as you have overcome your inhibitions
Violence is normalised – we tolerate it
Common sense approaches
Newson Report (1994) James Bulger murder
DesensitisationYou are more likely to commit acts of
violence as you have overcome your inhibitions
Violence is normalised – we tolerate it
Common sense approaches
Newson Report (1994) James Bulger murder
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The Newson Report claims:
The Newson Report claims:
Murder of James Bulger was so special as to deserve special explanation.
Such an explanation has to be some singular change. Easy availability of sadistic films
These films convey a distinctive message and one that correlates with the behaviour of the killers.
There is a new kind of film that makes the viewer identify with the perpetrator not the victim.
What is experienced vicariously will have some effect on some people – otherwise advertisers would be wasting their time and money.
The situation is worsening – producers are exploiting new technologies in increasingly sophisticated ways.
Large amounts of research have established there is a link between “heavy viewing” of “media violence” and “aggressive behaviour”
Murder of James Bulger was so special as to deserve special explanation.
Such an explanation has to be some singular change. Easy availability of sadistic films
These films convey a distinctive message and one that correlates with the behaviour of the killers.
There is a new kind of film that makes the viewer identify with the perpetrator not the victim.
What is experienced vicariously will have some effect on some people – otherwise advertisers would be wasting their time and money.
The situation is worsening – producers are exploiting new technologies in increasingly sophisticated ways.
Large amounts of research have established there is a link between “heavy viewing” of “media violence” and “aggressive behaviour”
Rebuke?Rebuke?
The Byron Review 2008 Literature Review by Prof.
David Buckingham Expert on children and media-
use
The Byron Review 2008 Literature Review by Prof.
David Buckingham Expert on children and media-
use
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Rebuke?Rebuke?
“Broadly speaking, the evidence about effects is weak and inconclusive – and this applies both to positive and negative effects. Of course, this does not in itself mean that such effects do not exist. However, it is fair to conclude that directly harmful effects are significantly less powerful and less frequent than they are often assumed to be, at least by some of the most vocal participants in the public debate.”
“Broadly speaking, the evidence about effects is weak and inconclusive – and this applies both to positive and negative effects. Of course, this does not in itself mean that such effects do not exist. However, it is fair to conclude that directly harmful effects are significantly less powerful and less frequent than they are often assumed to be, at least by some of the most vocal participants in the public debate.”
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Nevertheless…Nevertheless…
Neuroscientists are studying the brain looking for effects
Neuroscientists are studying the brain looking for effects
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Nevertheless…Nevertheless…
However, these studies are lacking evidence
However, these studies are lacking evidence
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IssuesIssuesIssuesIssues Martin Barker (2001: 27) compares
process to medieval witch trials. You can only have a witch-hunt if you
believe in the existence of witchcraft. You must have already decided in negative media effects if your question is “does this product have the potential to deprave its audience?”
Martin Barker (2001: 27) compares process to medieval witch trials. You can only have a witch-hunt if you
believe in the existence of witchcraft. You must have already decided in negative media effects if your question is “does this product have the potential to deprave its audience?”
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Kip Kinkel (age 15), Springfield Oregon
Kip Kinkel (age 15), Springfield Oregon
It is … a drastically different world from the childhood days of his parents, when toy soldiers and cap guns fulfilled fantasies of violence. On an internet service site he created, Kip described his hobbies as ‘role playing (video) games, Heavy metal music, violent cartoons, television, sugared cereal, throwing rocks at cars and DC comics.’
The Guardian, Saturday May 23 1998
It is … a drastically different world from the childhood days of his parents, when toy soldiers and cap guns fulfilled fantasies of violence. On an internet service site he created, Kip described his hobbies as ‘role playing (video) games, Heavy metal music, violent cartoons, television, sugared cereal, throwing rocks at cars and DC comics.’
The Guardian, Saturday May 23 1998
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Key ThemesKey Themes
Pearson (1983) outlines a cyclical repetition of fears about collapse of family, religious and moral decline, youthful insubordination and a looming crisis of civilization.
Entertainments have effects on behaviour and social attitudes.
Sheer numbers of users are the problem.
Pearson (1983) outlines a cyclical repetition of fears about collapse of family, religious and moral decline, youthful insubordination and a looming crisis of civilization.
Entertainments have effects on behaviour and social attitudes.
Sheer numbers of users are the problem.
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How to understand all this
How to understand all this
Mass society and rise of mass media and mass communications
Not just size but relationships and societal organisations
Movement from traditional societies to industrial and urban social formations
Mass society and rise of mass media and mass communications
Not just size but relationships and societal organisations
Movement from traditional societies to industrial and urban social formations
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Traditional Industrial
Land/rural Urban
Artisans Factory worker
Family Unrelated
Skilled Unskilled
Organic Mechanistic
Informal Bureaucratic
Warm Chill
Community Individual
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How to understand all this
How to understand all this
Anxiety of authorities regarding societal control, law & order
Fear of the unskilled, uneducated crowd forced together by industrialisation
Perceived of as passive and easily manipulated (to what end?)
Looks to emergence of mass communication for corruptive influence/blame
Anxiety of authorities regarding societal control, law & order
Fear of the unskilled, uneducated crowd forced together by industrialisation
Perceived of as passive and easily manipulated (to what end?)
Looks to emergence of mass communication for corruptive influence/blame
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Effects researchEffects research
Starts from a premise based in morals
Central question:“how much harm is done to vulnerable
viewers by improper media materials?”
See Gauntlett’s “10 things wrong with the effects model” for critique
Starts from a premise based in morals
Central question:“how much harm is done to vulnerable
viewers by improper media materials?”
See Gauntlett’s “10 things wrong with the effects model” for critique
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ProblemsProblems Assumes media affects behaviour, but
this needs to be argued and evidenced. Distinctive message - can we assume there
is ‘a (singular) reading’? Conceives of audience as passive
Assumes media affects behaviour, but this needs to be argued and evidenced. Distinctive message - can we assume there
is ‘a (singular) reading’? Conceives of audience as passive
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ProblemsProblems Identification… but “distinctive messag
e” of Child’s Play 3 is that standing up to evil and helping others is right even if it means risking personal sacrifice.
Proof of media effects lies in advertising… Why would people pay for advertising if it
had no EFFECT? Common mantra of advertisers is that it
doesn’t work as we expect
Identification… but “distinctive message” of Child’s Play 3 is that standing up to evil and helping others is right even if it means risking personal sacrifice.
Proof of media effects lies in advertising… Why would people pay for advertising if it
had no EFFECT? Common mantra of advertisers is that it
doesn’t work as we expect
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What is Violence?What is Violence?
What is “media violence”? Rank the following in terms of the most to the least violent: Itchy and Scratchy Saving Private Ryan The Sopranos Sin City Rambo News (war) Boxing WWE wrestling Modern Warfare 3
What is “media violence”? Rank the following in terms of the most to the least violent: Itchy and Scratchy Saving Private Ryan The Sopranos Sin City Rambo News (war) Boxing WWE wrestling Modern Warfare 3
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DefineDefine
The point is are we even talking about comparable features, let alone are they the same?
Because “media violence” exists only in the context of narrative, characters, genres, etc it is simply a term that is impossible to define.
The point is are we even talking about comparable features, let alone are they the same?
Because “media violence” exists only in the context of narrative, characters, genres, etc it is simply a term that is impossible to define.
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ContextContext
The idea that violence is disturbing and traumatic is bad for the audience is similarly unsustainable as it must surely depend on its function (see Schlesinger et al 1992)
The idea that violence is disturbing and traumatic is bad for the audience is similarly unsustainable as it must surely depend on its function (see Schlesinger et al 1992)
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Violence in The Sopranos:Essential or excessive?
Violence in The Sopranos:Essential or excessive?
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Violence in The Sopranos:Essential or excessive?
Violence in The Sopranos:Essential or excessive?
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Think of the children!Think of the children!• The common sense argument is based on the
need to protect children.
• Difficult to question as within our society children are regarded as vulnerable, ignorant and irrational
• BUT Buckingham (1996) observes that children become extremely sophisticated in reading media texts from an early age. Many children are frightened by horror but this is also true of the news. The ability to develop coping strategies for fiction but not for factual programmes shows the sophistication of children in reading texts.
• The common sense argument is based on the need to protect children.
• Difficult to question as within our society children are regarded as vulnerable, ignorant and irrational
• BUT Buckingham (1996) observes that children become extremely sophisticated in reading media texts from an early age. Many children are frightened by horror but this is also true of the news. The ability to develop coping strategies for fiction but not for factual programmes shows the sophistication of children in reading texts.
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“It is now perhaps more interesting not to ask what the effects of television are, but rather why there is so much concern about the question” (Gauntlett)
“It is now perhaps more interesting not to ask what the effects of television are, but rather why there is so much concern about the question” (Gauntlett)
Moral Panics and Media Effects
Moral Panics and Media Effects
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“It is now perhaps more interesting not to ask what the effects of television are, but rather why there is so much concern about the question” (Gauntlett)
Moral Panic – “a condition, episode, person or group of persons emerges as a threat to societal values and interests: its nature is presented in a stylised and stereotypical fashion by the mass media: the moral barricades are manned by editors, bishops, politicians and other right thinking people; socially accredited experts pronounce their diagnoses and solutions; ways of coping are evolved or (more often) resorted to.” (Cohen 1972, p.9)
“It is now perhaps more interesting not to ask what the effects of television are, but rather why there is so much concern about the question” (Gauntlett)
Moral Panic – “a condition, episode, person or group of persons emerges as a threat to societal values and interests: its nature is presented in a stylised and stereotypical fashion by the mass media: the moral barricades are manned by editors, bishops, politicians and other right thinking people; socially accredited experts pronounce their diagnoses and solutions; ways of coping are evolved or (more often) resorted to.” (Cohen 1972, p.9)
Moral Panics and Media Effects
Moral Panics and Media Effects
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Identify problem Authorit
y response
Authority response
Media campaign
Media campaign
StigmatiseStigmatise
Simplify
Moral Panics and Media Effects
Moral Panics and Media Effects
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Main Features of a Moral Panic
Main Features of a Moral Panic
Concern: behaviour of a particular group represented as having threat.
Volatility: short-lived. Panics erupt dramatically but are difficult to sustain. Negative consequences for the rest of us.
Hostility: “folk devils” constructed to create a clear division between “them” and “us”.
Consensus: widespread acceptance of the threat posed by this group. Not necessarily reflecting national concern, but the campaigner will be very vocal whilst the opposition will be weak and disorganised.
Disproportionality: wild exaggeration of evidence. Not only the number of people involved but also the scale of the
Concern: behaviour of a particular group represented as having threat.
Volatility: short-lived. Panics erupt dramatically but are difficult to sustain. Negative consequences for the rest of us.
Hostility: “folk devils” constructed to create a clear division between “them” and “us”.
Consensus: widespread acceptance of the threat posed by this group. Not necessarily reflecting national concern, but the campaigner will be very vocal whilst the opposition will be weak and disorganised.
Disproportionality: wild exaggeration of evidence. Not only the number of people involved but also the scale of the
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Moral Panics and Media Effects
Moral Panics and Media Effects
Moral panics involve the construction of “folk devils” that need controlling, which leads to increased social control (ie regulation: BBFC, ELSPA, Ofcom, etc).
This occurs during periods when powerful groups or the ruling classes face troubled times. The panic then becomes a substitute for the real (and more problematic) social issues. Eg: Manhunt 2 vs BBFC
Moral panics involve the construction of “folk devils” that need controlling, which leads to increased social control (ie regulation: BBFC, ELSPA, Ofcom, etc).
This occurs during periods when powerful groups or the ruling classes face troubled times. The panic then becomes a substitute for the real (and more problematic) social issues. Eg: Manhunt 2 vs BBFC
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Moral Panics and Media Effects
Moral Panics and Media Effects
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Identify problem Authorit
y response
Authority response
Media campaign
Media campaign
StigmatiseStigmatise
Simplify
Anxiety about media use
ADHD!Autism!Addiction!
Video games!
Public’s knowledge of science
Censor/regulate
Moral Panics and Media Effects
Moral Panics and Media Effects
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Historical PerspectiveHistorical Perspective Greek poetry, 470bc – alphabet and
allegory as corrupting Music halls, 1880s – lawlessness and
immorality Comics, 1890s – crime in London Football, 1910s – hooliganism Rock and roll, 1950s – “the Negro’s
revenge” Video Nasties, 1980s – “ban this sick filth” Video Games, 1990s-now Internet (IM, SMS, SNS), 2000s-now
Greek poetry, 470bc – alphabet and allegory as corrupting
Music halls, 1880s – lawlessness and immorality
Comics, 1890s – crime in London Football, 1910s – hooliganism Rock and roll, 1950s – “the Negro’s
revenge” Video Nasties, 1980s – “ban this sick filth” Video Games, 1990s-now Internet (IM, SMS, SNS), 2000s-now
The better angels of our nature
The better angels of our nature
‘Believe it or not, violence has been in decline for long stretches of time, and we may be living in the most peaceful era in our species' existence. The decline has not been steady; it has not brought violence down to zero; and it is not guaranteed to continue. But it is a persistent historical development, visible on scales from millennia to years, from world wars and genocides to the spanking of children and the treatment of animals’
Steven Pinker, 2011, Guardian
‘Believe it or not, violence has been in decline for long stretches of time, and we may be living in the most peaceful era in our species' existence. The decline has not been steady; it has not brought violence down to zero; and it is not guaranteed to continue. But it is a persistent historical development, visible on scales from millennia to years, from world wars and genocides to the spanking of children and the treatment of animals’
Steven Pinker, 2011, Guardian36
ConclusionConclusion
Vested interests in appropriating blame at the doorstep of the media
Most frequent concern is new media/cultural behaviour and practices
All media content is not the same or even for everyone
Simplistic cause and effect claims are problematic
Vested interests in appropriating blame at the doorstep of the media
Most frequent concern is new media/cultural behaviour and practices
All media content is not the same or even for everyone
Simplistic cause and effect claims are problematic
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Reading ListReading List Martin Barker & Kate Brooks, 1998, Knowing Audiences: Judge
Dredd, Its Friends, Fans and Foes, Luton: University of Luton Press Martin Barker & Julian Petley, 2001, Ill Effects: the Media/Violence
Debate – 2nd Edition, London: Routledge David Buckingham, 1996, Moving Images: Understanding Children’s
Emotional Responses to Television, Manchester: Manchester University Press.
Stan Cohen, 1972, Folk devils and moral panics. London: MacGibbon and Kee
David Gauntlett, 1995, Moving Experiences: Understanding Television’s Influences and Effects, London: John Libbey Press
David Gauntlett, 1998, ‘Ten things wrong with the “effects” model’ http://www.theory.org.uk/david/effects.htm
Bob Hodge & David Tripp, 1986, Children and Television: A Semiotic Approach. Cambridge: Polity Press (Chapter 4: "‘God Didn’t Make Yogi Bear": The Modality of Children’s Television’, pp. 100-131)
Geoffrey Pearson, 1983, Hooligan: A History of Respectable Fears, London: Macmillan
Karen Ross & Virginia Nightengale, 2003, Media and Audiences: New perspectives, Berkshire: Open University Press (esp chapter 4)
Martin Barker & Kate Brooks, 1998, Knowing Audiences: Judge Dredd, Its Friends, Fans and Foes, Luton: University of Luton Press
Martin Barker & Julian Petley, 2001, Ill Effects: the Media/Violence Debate – 2nd Edition, London: Routledge
David Buckingham, 1996, Moving Images: Understanding Children’s Emotional Responses to Television, Manchester: Manchester University Press.
Stan Cohen, 1972, Folk devils and moral panics. London: MacGibbon and Kee
David Gauntlett, 1995, Moving Experiences: Understanding Television’s Influences and Effects, London: John Libbey Press
David Gauntlett, 1998, ‘Ten things wrong with the “effects” model’ http://www.theory.org.uk/david/effects.htm
Bob Hodge & David Tripp, 1986, Children and Television: A Semiotic Approach. Cambridge: Polity Press (Chapter 4: "‘God Didn’t Make Yogi Bear": The Modality of Children’s Television’, pp. 100-131)
Geoffrey Pearson, 1983, Hooligan: A History of Respectable Fears, London: Macmillan
Karen Ross & Virginia Nightengale, 2003, Media and Audiences: New perspectives, Berkshire: Open University Press (esp chapter 4)
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And finally….And finally…. For examples of ill-informed pressure
groups working against what they see as media violence:
http://www.mediawatchuk.org/mainsite.htm (note, not to be confused with http://www.mediawatch.com/ who are long-term activists of media education!)
To read Henry Jenkins debunk the myth of video game violence visit:
http://www.pbs.org/kcts/videogamerevolution/impact/myths.html
For examples of ill-informed pressure groups working against what they see as media violence:
http://www.mediawatchuk.org/mainsite.htm (note, not to be confused with http://www.mediawatch.com/ who are long-term activists of media education!)
To read Henry Jenkins debunk the myth of video game violence visit:
http://www.pbs.org/kcts/videogamerevolution/impact/myths.html