Theories

 The Effects Debate

The effects debate has three voices that consume it these three voices are;-

People who voice their concerns without any actual evidence for what it does to the audience, people such as politicians consume this group. Basically people who say stuff along the lines off "This video game cannot be sold as it will harm the youth causing them to copy it"

Those who have actual research into media such as the positive and or negative effects from media

Those who are the subject of the study such as those who consume the media. The people who are the subjects of the study are usually children who play violent games such as GTA V. 

The effects debate is simply an overview of the 3 others located below.  


Reception Theory

Preferred is the way in which the director or producer wants you to see a film so the reader full shares the views of the director.

Negotiated response is when the audience vaguely understands the directors point of view and accepts some codes and conventions of the media.

Oppositional response is when the audience fully reject the codes and conventions presented by the director.

The reception theory is the way that you receive a music video and whether you understand it or not like the meaning behind our music video "How to save a life" people may not understand what it means or what it represents. 



Hypodermic Needle

Is when you become fully immersed within a film an example of this is the man who killed 12 people in a movie theatre in america as he became obsessed over The Dark Knight (Batman) franchise  this is because he became fully immersed within the movie and thought that this was what he was meant to do. This could not really happen to the audience of our music video. This theory is the most sensitive as it causes many deaths worldwide there is no direct evidence that it is the direct cause of an event but it can be related to several homicides. Marilyn Manson and his music were blamed by the media for causing the homicide in a school caused by school boys who were fans of his music, he was blamed despite no evidence for his music being anything to blame as his music doesn't tell people to kill others does it?

Blumler and Katz 

Focuses on what people do with media rather than what the actual media is, there are several examples of this such as reading a magazine or watching a reality TV show to escape your life for half an hour this is called Diversion. Another part of this is Personal relationship such as reading a magazine about your favourite artists in order to further your understanding of that artist. Personal Identity is a further way in why media is used such as find out a new artist we never thought we would like and researching them further and finding out we actually like them. The last part of this is surveillance which sounds rather creepy but it is actually just what we all do when we read the paper such as reading out what a music artist has done, such as Justin Bieber when he got arrested for drag racing in miami.