Three theories of the effect media has on people:
1) The Effects Model (Hypodermic model - media 'injected' into you, you can't stop it, like a drug):
- Consumption of media texts has effect or influence upon the audience.
- Negative effects are always more considered.
- Audiences are passive and powerless to prevent the influence.
- Evidence: The Bobo Doll experiment. Very controversial.
- This theory is still the dominant theory used by politicians and media today.
- Some suggestions that some texts were related to 'copycat crimes', no evidence ever linked.
2) Uses and Gratifications Model:
- Audience is in control.
- Audience uses the text for there own gratification, they are NOT controlled by it.
- They can reject the ideas in it.
- Films are used for: Diversion, Escapism, Information, Pleasure etc.
- Films do not harm as audience, they help people in education. Violence in films (or games), allows people to see these things without happening in real life.
- Helps combat real life issues?
3) Reception Theory:
- A film is encoded with a meaning by the film creator.
- It is decoded by the audience.
- Each viewer will decode it in a different way (whether correct or incorrect) so we all take something different from film.
The BBFC (British Board of Film Classification) regulates the film industry. Uses 'The Effects Model'. It is non-governmental and is funded by the film industry. The BBFC used to regulate films by censorship (cutting or blocking bits out of it), whereas now age rating is simply used as society is a lot more open minded (accept more as normal).
The main focus of the BBFC is to protect children and vulnerable adults from harm from seeing certain content.
It is getting more and more difficult to regulate films as more and more people are using Amazon, Netflix and YouTube etc. There is little regulation or here and where there is this can easily be bypassed by young people.
It is getting more and more difficult to regulate films as more and more people are using Amazon, Netflix and YouTube etc. There is little regulation or here and where there is this can easily be bypassed by young people.