Video Library » Chapter 11

Chapter 11: Media and daily practice

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Media uses and gratification

The next video provides a brief explanation of media uses and gratification theory - a key theoretical perspective in contemporary media studies.

Why do we watch TV? | Uses and Gratification theory explained

Discussion questions:

• What are the four primary needs that audiences can satisfy with media?
• How does media uses and gratification theory compare with the media effects research which has been popular in psychology?
• What might be some limitations of a focus on the gratification of ‘personal’ needs through media? What about media influences?

Cultivation analysis

This next video presents an example of the ways in which our consumption of media can cultivate increased fear of violence. Cause and effect experiments of individuals’ media responses and behaviour have been popular in psychology, but cultivation analysis offers more comprehensive and contextualized understandings. Instead, there is a greater effort to explore the nuanced ways in which a wide range of media can coalesce into a pervasive cultural environment provoking anxiety and fear, especially amongst heavy viewers.

The Mean World Syndrome

Discussion questions:

• Explain the differences between media effects research and cultivation analysis?
• How might you develop a better awareness of the influences of media cultivation on your own media use?
• Can you think of some contemporary examples where the cultivation of fear has been used by people in power to increase their control over political, social or economic outcomes?

The internet

The technology of computers and the internet has revolutionized the way people express themselves, connect, interact and learn. In an ideal world, the web helps us to be more informed and enlightened, and web content would be presented without hindrance or censorship. The following videos raise some questions about both the positive and negative developments of the internet, and its impacts on society and on our everyday lives.

This Video Will Make You Angry

Discussion questions:

• How and why does the internet often appear to spread anger?
• What do you think of the metaphor of thought germs? Is it helpful?
• How might we as individuals guard against getting swept away by thought germs?

Fate of the Internet - RAP NEWS 35

Discussion questions:

• How does this video use satire to counter dominant media narratives and symbolic power?
• How are such online comedy skits themselves an example of the potential of the internet as a means to challenge power and the status quo?

Media and advertising

The advent of the internet has given businesses and corporations a raft of new tools and platforms with which to identify our desires and bombard us with consumer marketing. The following videos offer commentary, critiques and humour on the issues with these developments.

How Advertising Creates Cultural Violence

Discussion questions:

• How and why does contemporary consumerism and advertising leverage off human impulses for social connection and for improving social status?
• Do you think we are being manipulated? If so, is this fair and what are the implications?
• Does advertising require more or less regulation?
• Should we be seeking alternative ways of meeting human needs? What might this look like?

JUUL CEO: No More Advertising to Kids

Discussion questions:

• What does this video suggest corporations are doing to market potentially harmful products to vulnerable people such as children?
• Can you think of other examples where corporations use advertising and media to downplay or minimize the harm their products are doing to people or the planet?
• Given that psychological research and theories are widely used by advertisers, does the discipline have an ethical responsibility to address the negative impacts of advertising? Why or why not?

Media and political satire

The following comedic skit makes statements about the current political situation in many western nations. This video is an example of grassroots media activism.

Honest Government Ad | Quiet Australians

Discussion questions:

• How does this video use satire to counter dominant media narratives and symbolic power?
• What is the overall message about the state of politics today?
• Why should such media activism be encouraged or discouraged?