Legal and Ethical Issues

Legal and Ethical Issues


Hypodermic Needle Theory: 
  • Theorises that audiences are essentially passive, and will readily absorb messages relayed to them by the media.
  • This means that, after watching a violent horror film, or playing a violent POV shooter, audience members will be negatively influenced.
  • This presupposes that audiences are passive (unable to reject media messages) rather than active (they make sense of media messages through personal and social context). 
  • They can also become desensitized to what ever they are watching.

Moral Panic and Folk Devils:
  • In 1972, Stanley Cohen developed the moral panic theory. (This encompassed ideas of folk devils in society.)
  • Moral panic happens when "a condition, episode, person or group of persons emerges to become defined as a threat to societal values and interests".
  • His research was based on the mods and rockers in the 1960s, but have since been applied to the media. 
The stages of moral panic:
  • Someone, something or a group are defined as a threat to social norms or community interests.
  • The threat is then depicted in a simple and recognizable symbol/form by the media.
  • The portrayal of this symbol rouses public concern.
  • There is a response from authorities and policy makers.
  • The moral panic over the issue results in social changes within the community.

Regulatory Bodies:
  • A number of regulatory bodies operate within the UK.
  • For TV, there is Ofcom (the office of communications). Since 2004, they have regulated all broadcast content across UK TV channels.
  • It has a statutory duty to represent the interests of citizens and consumers by promoting competition and protecting the public from harmful or offensive material.
  • Complaints to Ofcom might result in a show, or segment of a show, being pulled off. 

Gaze Theory:
  • The concept of the Gaze Theory is one that deals with how an audience views the people presented

Male Gaze Theory: (Laura Mulvey)
  • In feminist theory, the male gaze is the act of depicting women and the world, in the visual arts and literature, from a masculine, heterosexual perspective that presents and represents women as sexual objects for the pleasure of the male viewer.
  • Laura Mulvey created the term 'Male Gaze' in 1975. 
  • She believes that in film audiences have to 'view' characters from the perspective of a heterosexual male.
  • Usually relegates women to the status of objects (objectifies women).
  • The female viewer must experience the narrative secondarily, by identification with the male.








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