This document discusses media regulation and theories about how media can influence audiences. It begins by introducing several theories about media effects, such as the hypodermic needle theory, cultivation theory, and desensitization theory. It then discusses why regulating the media is important, such as limiting corporate power and protecting vulnerable groups like children. The document uses the example of a teenager who took her own life after becoming immersed in online content depicting self-harm. It concludes by explaining how different types of media are classified or censored in the UK, such as the British Board of Film Classification ratings system.

1. Are we are victims of brain-washing? Are we
powerless? Are we socially controlled?
Can you
suggest to
what extent
we are
manipulated
by the
media?
What ways may we be
controlled? How might the
media influence us?

2. Today’s Learning Objectives
• To get an initial idea of what is meant by
Audience Theory
• To consider some issues with regulatory
bodies in the UK.
• To start considering WHY we need to
regulate the media.

3. MEDIA AUDIENCE THEORIES
• Media Audience theories are different ways of viewing how
the media may affect or influence audiences.
• Today, we’ll briefly run through the main theories. Take
notes. We’ll go over them all again – but spend some time
doing some research about these topics in your own time
too.
• It is important to know about all of these when discussing
media regulation. One of the main reasons people argue in
favour of media regulation is the belief that the media can
influence people: you need to show that you understand
how this can be done.

4. The Hypodermic Needle/Syringe
Theory of Mass Media
http://www.youtube.com/watch?v=Yd88H_5k-rY -
what is this?
• One of the media effects theories is the
hypodermic syringe model, which viewed
audiences as passive recipients of ‘injected’
messages
• This theory is largely rejected today but can help
us to think about how the media affects us in
various ways.

5. Cultivation theory
• “The primary proposition of cultivation theory
states that the more time people spend ‘living’ in
a televised world, the more likely they are to
believe social reality aligns with reality portrayed
on television.” (K. Riddle, 2009)
• To what extent do you agree with this theory?
Can you think of any particular aspects of the TV
which we may ‘believe’, and which may therefore
influence our idea of reality?

6. Desensitisation theory
• This theory is often raised by those who wish to
increase media regulation.
• If we are exposed to violence frequently within the
media, we become desensitised in real life.
Copycat theory
• This theory is also often raised by those who wish to
increase media regulation.
• There have been claims that individuals have ‘modelled’
their crimes on those that they have seen on screen (for
example, the Hungerford massacre or the killing of James
Bulger).
• This can quickly become a major debate in the media, with
vote-hungry politicians quickly blaming violent films etc.

7. Reception theory
• A single media text may have many different
polysemic meanings – we may therefore as
audience members view the same text in a variety
of different ways.
Media Studies 2.0 theory (developed by
David Gauntlett, 2007)
• The recent idea that with the development of the web and
increase of social media, the line between producer and
audience has diminished: it therefore makes little sense to
analyse media audiences in the same way anymore.

8. Debates about the Media
Social: How we use
the media (or are
used by it)
Political: Whether a
government should,
or can regulate the
media
Economic: the
media generates
huge profit for the
UK

9. Why regulate the media?
• The media are big business and if they are unregulated,
companies and corporations can gain a great deal of power
and influence through acquisition of media companies.
Examples? www.youtube.com/watch?v=fCtPnx5wbso
(Regulation of media ownership and commercial practices)
• Media content, as well as people’s access to it, especially
children, who are more vulnerable to media effects, is the
topic of heated public debate. Examples? (Let’s have a look
at the BBC Newsbeat example too. – ON THE NEXT TWO
SLIDES ARE A NEWSBEAT REPORT, GIVING AN EXAMPLE…
READ!)
• Regulation of media content and regulation of media
access and distribution)

10. BBC Newsbeat: Mother urges internet awareness after daughter's
suicide
Page last updated at 17:17 GMT, Wednesday, 22 January 2014
The mother of a London teenager who died after being hit by a train has
urged every parent to be aware of the dangers of the internet.
St Pancras Coroner's Court was told Tallulah Wilson, 15, from West
Hampstead, created a fantasy cocaine-taking character to escape
reality.
In a statement, her mother Sarah said her daughter had been "in the
clutches of a toxic digital world".
She added that in her final few weeks her family "could no longer reach
her".
Sarah Wilson said that like any parent she had tried to protect her
daughter, looking for help from professionals at her school and in the
health sector.
"Our lives will never be the same without Tallulah," her statement said.
"We have lost someone more precious than words could ever say - a
beautiful, loving and talented shining star has been stolen from our
skies.
"Her sisters and I did everything we could to keep her safe, but she had
fallen into a world of nightmares.
"She was in the clutches of a toxic digital world where in the final few
weeks we could no longer reach her."

11. Worst nightmare
Tallulah Wilson died after being hit by a First Capital Connect train at St Pancras Station on 14 October, 2012.
The inquest heard how she posted self-harming pictures online.
In its narrative determination, the jury said that healthcare professionals and educators had a responsibility to
"gain better understanding" of the importance of online life for young people after deciding that the teenager
had taken her own life.
A statement said: "This case has highlighted the importance of online life for young people.
"We all have a responsibility to gain better understanding of this.
"This is a particular challenge for healthcare professionals and educators."
Sarah Wilson said she was "shocked by the ease with which Tallulah and other children could access online self-
harm and suicide blogs".
She told the inquest that she had shut down her daughter's Tumblr account shortly before her death because it
contained photos of her harming herself.
"Tallulah entered a world where the lines between fantasy and reality became blurred," she said. "It is every
parent's worst nightmare.
"I appeal to big brands to withdraw their advertising from those sites who continue to host inappropriate self-
harming and suicide-promoting blogs to stop this poison spreading.
"My family has suffered an irretrievable loss and would now appreciate some time to reflect and come to terms
with a world eclipsed without Tallulah, but every parent needs to be aware of the dangers of the internet and
what their children may be viewing online."
Extremely challenging
Anna Thwaites, the family's solicitor, from Hodge Jones & Allen LLP, said: "This is a tragic case. More needs to
be done regarding the perils of the internet and the impact this has on our children."
A statement from Tumblr said: "Tallulah Wilson and her family are in the thoughts of Tumblr and its employees.
"Issues of depression and self-harm are extremely challenging, particularly in online environments that
encourage self-expression.
"Tumblr has policies to address the most harmful of this content, and we have systems in place to direct users
to appropriate resources for getting whatever help they may need.
"We are committed to continually improving our ability to act on self-harm content, and also to keeping Tumblr
a positive, supportive environment for those individuals dealing with issues of depression and self-harm."

12. DO NOW: What’s the difference?
Classification?
Censorship?

13. Media Regulation
Regulation is achieved through either:
Classification – Preventing people from accessing
material that is deemed to be unsuitable for their age.
Or...
Censorship – Removing material from public access
altogether
OCR: These are very different approaches and it is
extremely important that you do not confuse them
or lump them together as one and the same

14. Censor Definition
Noun: An official who examines books, films, news
etc that are to be published and suppresses any
parts that are considered obscene, politically
unacceptable, or a threat to security.
Verb: [with object] examine (a book, film etc)
officially and suppress unacceptable parts of it:
the report has been censored ‘in the national
interest’

15. Who Regulates What?
“On the one hand, professional independence is
actually bolstered by self-regulation. Like
doctors and lawyers, media professionals
operate within codes of practice designed to
prevent unacceptable standards of
production or irresponsible behaviour. If
members adhere to such codes, then there
are less likely to be attempts made to impose
conditions from outside the industry (e.g.
The government)...”
- http://www.levesoninquiry.org.uk/about/the-
report/

16. “However, not surprisingly, there is limited state
or public faith in any organisation’s or
industry’s attempt to police itself, and all the
media are subject to a variety of external
controls either enshrined in the law and/or
administered by external independent
bodies...”
Do you think regulating
through independent
bodies is a good idea or
should the government
always be involved?

17. How is film classified or censored in
the UK?
• The British Board of Film Classification (BBFC) issues
certificates for all cinema and DVD releases, applying the
categories:
• U – Universal
• PG – Parental Guidance
• 12a
• 12
• 15
• 18
• R-18
• UC (for home release) – meaning it is particularly unsuitable
for children. Controls are stricter because of the possibility of
young children viewing films rented by adults or older
children.
http://www.bbfc.co.uk/ - BBFC Website
BBFC Research time!
Complete your worksheets
carefully. You should aim to
build yourself up a good set
of notes.

19. Find an example of films with the following
ratings:
• U – Universal
• PG – Parental Guidance
• 12a
• 12
• 15
• 18
• What happens within the films which makes them
appropriate for that particular classification?