This has the right content Niamh, is just lacks a little bit of structure however I'm pleased to see that you have a good undesrtanding of theory. Firstly, the theory is Uses AND Gratifications (not or!) but you have used it in the right context. It's worth noting that Robin Thicke said of the video 'it was just meant to be a party video' - that would sugegst that, in terms of Uses and Gratifications, it was just supposed to be for diversion / escapism purposes. This could be seen as a positive effect because it was supposed to be a bit of fun, just a piece of artistic impression designed to give people a degree of pleasure. I hope this makes sense but right here you could bring in Stuart Hall's reception theory to help you move from positive effects into negative effects. Hopefully you will remember that Hall's theory suggested that every product has a message and that there are preferred, negotiated and oppositional readings. You could say that most people took an oppositional reading and saw it as something harmful rather than harmless. This could then link in with Two Step Flow because you can discuss how it was opinion leaders within the media who basically took an oppositional view and created the hysteria which then influenced the public. This could in turn lead to a discussion about how those opinion leaders created what Cohen called 'Moral Panics'.
Band 2 - 10 marks
ReplyDeleteThis has the right content Niamh, is just lacks a little bit of structure however I'm pleased to see that you have a good undesrtanding of theory. Firstly, the theory is Uses AND Gratifications (not or!) but you have used it in the right context. It's worth noting that Robin Thicke said of the video 'it was just meant to be a party video' - that would sugegst that, in terms of Uses and Gratifications, it was just supposed to be for diversion / escapism purposes. This could be seen as a positive effect because it was supposed to be a bit of fun, just a piece of artistic impression designed to give people a degree of pleasure. I hope this makes sense but right here you could bring in Stuart Hall's reception theory to help you move from positive effects into negative effects. Hopefully you will remember that Hall's theory suggested that every product has a message and that there are preferred, negotiated and oppositional readings. You could say that most people took an oppositional reading and saw it as something harmful rather than harmless. This could then link in with Two Step Flow because you can discuss how it was opinion leaders within the media who basically took an oppositional view and created the hysteria which then influenced the public. This could in turn lead to a discussion about how those opinion leaders created what Cohen called 'Moral Panics'.