Media theorie

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• 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 to the media

Effects Theories

• Mass 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 media

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 children

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 film

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 herselfguardian.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.

• 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".

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#ixzz1yVjXKhR1

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

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

• By LIZ HULLUPDATED: 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

                  

                                                                  

                  

                                                                  

Effects Theories

• Moral panics: Concern, hostility, consensus, disproportionality, volatility

• Two step flow:

Media Text

Effects Theories

• Moral panics: Concern, hostility, consensus, disproportionality, volatility

• Two step flow:

Media Text

OpinionLeaders

Effects Theories

• Moral panics: Concern, hostility, consensus, disproportionality, volatility

• Two step flow:

Media Text

OpinionLeaders

MediaConsumers

Effects Theories

• Moral panics: Concern, hostility, consensus, disproportionality, volatility

• Two step flow:

Media Text

OpinionLeaders

MediaConsumers

1

Effects Theories

• Moral panics: Concern, hostility, consensus, disproportionality, volatility

• Two step flow:

Media Text

OpinionLeaders

MediaConsumers

1 2

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.

U&G

• Users of the media use media texts to satisfy certain needs

• Based on Maslow’s Hierarchy of needs

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 arousal

U&G: James Lull (1990) Structural• Environmental: background noise; companionship; entertainment• Regulative: keeping time; part of pattern of daily lifeRelational• 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 facilitation

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 genre

U&G: Problems

• We may not have choice about what we watch

• Neglects any aspects of effects theories• Neglects socio-economic factors

Reception Theory

• Often 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 texts

Reception Theory

Active versus Passive

Reception Theory

Reception Theory versus

Effects Theory

1Reception Theory

Nationwide Audience

David Morley 1980

• Different social/economic groups watched same TV programme

• Interviews reveal different readings of same text

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 reading

Nationwide Audience

• Members 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.

2Reception Theory

Watching Dallas

Ien Ang 1985

• Different social/cultural groups watched same TV programme

• Interviews reveal different readings of same text

Watching Dallas

• Importance is the pleasure derived from ‘Dallas’ as entertainment

• Independent of ideas about mass culture

Watching Dallas

• Readers 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.

3Reception Theory

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 groups

4Reception Theory

Watching Seinfeld

Lori Yanish 1995• Canadian and Dutch viewers’ reactions to

Seinfeld• Dutch viewers associated American

comedy with low class television• Media as cultural imperialism

5Reception Theory

Madonna

John Fiske 1989• Does Madonna exploit the music industry

or does the music industry exploit Madonna?

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)