This document discusses debates around the influence of media on audiences. It examines the hypodermic needle theory, which argues that audiences passively accept media messages, and the audience reception theory, which says audiences interpret messages differently based on their own experiences. The document also explores debates around depicting violence in media, with some arguing it desensitizes viewers while others say not all violence should be censored. The conclusion is that understanding these theories can help ensure sensitive topics in media don't display outrageous messages to audiences.

1. Media Debates
Alexander Simpson

2. Issues
A common problem when creating a film is the affect the
messages the film contains will be harmful for the
audience. This has become a common debate amongst
members of the public and professionals as there is clear
evidence that the media has a affect on the way the
audience thinks and potential acts. Specifically, some
audiences may be more are risk such as younger audiences
such as teenagers and young children because they are
more impressionable. That being said there are
government measures to censor content like this to stop it
affecting a young audience such as the BBFC certifications,
however these don’t guarantee that inappropriate audience
wont be subjected to these messages being displayed. This
is why there are a number of debates around the media’s
use of Violence, Censorship, Drug abuse and more.

3. Debates?
A common topic when it comes to media
issues/debates it the affect films have on the
audience’s view of violence, Below are some
quotes which show different sides of the
argument.
“Violence is one of the most fun things to watch.”—Quentin Tarantino
“How a society channels male aggression is one of the greatest questions as to whether
that society will survive. That's why I am not against violence in the media, I am
against the glorification of immoral violence.”— Dennis Prager
“A lot of people in the movie industry tend to run and hide from it like ostriches. Movie
industry people are definitely in denial right now, but you do become desensitized to
violence when you see it on the screen so often. Let's face it, violence exists for one
reason in movies, and that's to get an effect, create an emotion, sell tickets.”—
Madeleine Stowe
“Exposure to violent electronic media has a larger effect than all but one other well
known threat to public health. The only effect slightly larger than the effect of media
violence on aggression is that of cigarette smoking on lung cancer."”—L. Rowell
Huessman

4. Hypodermic Needle Theory
When looking at these debates key theories can be used to help us understand why people
think the media has a specific affect on members of the audience why people think certain
things.
“Exposure to violent electronic media has a larger effect than all but one other well known
threat to public health. The only effect slightly larger than the effect of media violence on
aggression is that of cigarette smoking on lung cancer."”—L. Rowell Huessman
The hypodermic needle theory states that the audience are passive, meaning that they just
accept and take in the messages being told by the media. Basically, the media has a
dominant affect and can influence the way the audience thinks. The media could be
displayed as a needle, directly injecting the audience with it’s messages. This theory is
commonly used to argue against the use of violence in the media as the audience will just
accept these messages, meaning that the audience will have a different view and will
potentially act different when it comes to the use of violence. This theory is mostly applied
to teenagers and young children as they are seen to be in the early stages of socialisation,
thus being easy to influence. That being said, this theory doesn’t take into account
external influences that the audience may have, i.e. a parent or teacher. Looking at the
quote above by Huessman, he believes that the exposure of violence within electronic
media has a massive affect on the audience, his quote would go in line with the
hypodermic needle theory, as he states the public health is at risk, indicating that a mass
audience is passive when receiving messages from the media.

5. Audience reception theory
“How a society channels male aggression is one of the greatest questions as to whether that
society will survive. That's why I am not against violence in the media, I am against the
glorification of immoral violence.”— Dennis Prager
The audience reception theory states that the audience isn’t simply passive, but that media
texts has different effects on different members of the audience, these are sorted into:
 Dominated - the audience accepts the messages given by the text
 Negotiated – the audience accepts some aspects of the message but modifies the text
being displayed by the text, as it goes against their own social position, experiences and
interests.
 Oppositional - the readers directly opposes the message given by the text, as the
audience understands the message given from the text and it goes against their
preconceived idea. Ultimately the audience rejects the message.
Looking at the quote above, this opinion on media violence I believe goes along with the
audience reception theory. This is because Prager talks about the glorification of immoral
violence. For something to be immoral the audience has to have it’s own opinion of
something. Ultimately, I believe Prager believes the audience to have a negotiated
approach towards what the audience will perceive as justified violence, but the audience to
have a opposition view on immoral violence. Ultimately, not all violence should be censored
from the audience.

6. Conclusion
Taking a look at these different theories when looking
at different media debates has been a great help.
This is because I will likely show different aspects of a
17-18 year old social life which may contain the use
of alcohol, violence and drug abuse. As these are
sensitive topics amongst audience, I will have to
make sure that I don’t display any messages that
could be outrageous for my audience to witness. This
being said I believe that my audience is active when
conveying messages from the media, as they aren’t
going to be young children. This being said I do plan
for my product to abide the rules of 15 certification.
Meaning that some messages and use of sensitive
topics wont be allowed beyond a certain point.