• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

The major difference between "active audience and vulnerable viewer traditions in Media Studies.

Extracts from this document...


Greeting: Good morning, everyone. Today I would like to talk about the major difference between "active audience and vulnerable viewer traditions in Media Studies. Introduction: Just before I start, I'd like to give you a brief explanation of each of the following technical terms, which I will refer to during my presentation.... The debate between "active audience" and "vulnerable viewer" traditions has been sustained for a quite long period because each of the side examines the relationship between people and message respectively, which seem to be in contrary. Australian policy on video games is a vivid example, which presents how the OFLC balance between these two contradictory interests groups in order to set a guideline for the video game players. It has always been understood that the policy making was largely influenced by "public interest", in this case, protecting vulnerable viewers. Nevertheless, this essay is attempted to present the key differences between "active audience" and "vulnerable viewer" tradition by revealing that the policy making procedure on video game regulation did not only rely on the "vulnerable viewer tradition", but instead, in an attempt to balance between them to perfect guideline. key differences are presented first followed by examining the problems within each side. ...read more.


Nevertheless, there are problematic areas in both of the tradition. Firstly, the evidence in "vulnerable viewer tradition" cannot be account as an accurate and ultimate result due to the fact that there is not yet direct proof of cause and effect about the assumption that violent video games lead to desensitisation. Despite recent studies that have provided certain amount of evidence revealing this cause and effect relationship, these studies were conducted under limitation. For instance, Dr Anderson's study only embraced 225 college students aged between 18 to 25, which can be seem as a very confined group of players because game players aged between 5 to 18 remains a large proportion as well. In order to avoid the lack of narrowing and confining scientific research, the pre-regulation research project "Computer Games and Australian Today" is consisted of three parts: overview of the market and products; investigation in exploring the attractions of the games and player's views about the content; study of contemporary Australian uses of and attitudes towards computer games (OFLC Executive Summary: 1999). This nationwide survey, which involves both industry professions and ordinary young and adult game players, is in an attempt to balance the overestimated negative effect that concerns the "vulnerable viewer tradition". ...read more.


Vulnerable Audience Refers to those specific groups of people who are largely influenced/effected by the messages being sent out by media. Eg: teenagers, senior citizens, women etc. Active Audience Refers to those groups of people who do not take media messages for granted, in which the way these audiences perceive messages is contrary to Vulnerable Audience. OFLC Stands for "Office of Film and literature Classification" Structure Key difference between "Vulnerable Audience" and "Active audience" tradition - how people receive message Problems within each tradition Illustration: Australian video game regulation by OFLC (Office of Film and Literature Classification) Vulnerable Audience tradition: * Playing violent video games can increase aggressive behaviour * Dr Craig Anderson - examining two of the most popular video games that is currently available in US market - "Doom" and "Mortal Kombat" * Repeated exposure to violent images is desensitising * Kansas State's Murray -having the effect of rendering a person "less sensitive to the pain and suffering of others, and more willing to tolerate ever-increasing levels of violence in our society * A "monkey seeing monkey do" phenomenon * Car racing game is a predominant example * Leon James - theoretically people who play video games are more likely to repeat violent action in driving Active Audience Tradition * We choose media that reflect our values, tastes, interests and emotional need than behaviours and actions and beliefs" 7 7 ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our University Degree Electronic Media Studies section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related University Degree Electronic Media Studies essays

  1. What are the effects of violent video games on society?

    Releasing games such as this without restrictions will expose young children to excessive violence. However, the desensitization to violence that may be caused by violent video games may be an advantage to people. They may lose their fear of blood, which could make them better suited to be doctors or surgeons.

  2. Video game violence. Violent video games seem to become the target ...

    There hasn't been studies employing longitudinal panel or experimental designs that would provide them with a better understanding of the long-term effects of games. Research suggests that the length of game play may be a vital factor even in the studies investigating short-term effects.

  1. ICT Report 3D

    to research for their coursework as the information in libraries is very limited so they can make use of internet cafes to surf the internet for the necessary data.

  2. "Does Technology have an essence? Define what this might be and critically assess how ...

    human agency reforming the apparently autonomous cultural system of ordering that modern technology has become (Peters, 2003). In further, and more evidently, Rutsky ( ) in his High techn´┐Ż looks back to the insights of early twentieth century to develop an approach to aesthetics in our contemporary techno-culture.

  1. Video Games Don't Murder, Irresponsible Parents Do

    The Entertainment Software Rating Board (ESRB) in USA and the British Board of Film Classification in U.K. are the cases in point. Take ESRB as an example, it provides "rating symbols that suggest age appropriateness for the game, and content descriptors that indicate elements in a game..."

  2. Cyber Ethics @ Computer Ethics

    They are at the very least, tresspassers. More worrisome to information technology security officers are those who are motivated by malice or greed to wreck havoc. This includes disgruntled employees or competitors. Virus Hoaxes & Urban Legends There are viruses and there are worms and there are Trojan Horses.

  1. The Psychological Effects Acquired from Video Games and How They Weaken the Minds of ...

    According to Dr. Daphen Maurer of the Visual Development Lab of Ontario's McMaster University, the required massive attention and focus to keep up with the fast-paced first person shooter games, such as Call of Duty and Medal of Honor, train the eyes of individuals with cataracts to view things more sharply.

  2. Evaluting My Media Detox

    Since then, I stopped checking Instagram and I even deleted SnapChat, and I would do the same for Facebook if it weren?t for university work. I felt it was just too stressful and I never got any joy from it.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work