January learner response:

1)Feedback:
WWW: good sense of the arguments for public service broadcasting.
EBI: more needed on the arguments against PBS's and more theories need to be explicitly stated in

2)
Question 1)
Diversification:
which allows other companies to  embrace new technology and find new revenue streams.

Question 2)
Argument against public broadcasting:

• Commercial broadcasters cannot compete to provide content such as news and current affairs if audiences can get it for free.
• BBC and channel 4 should not produce popular programmes such as strictly come dancing as this is unfair on commercial broadcasters struggling to survive in the digital age.
• Public service broadcasting creates a market that commercial broadcasters can't fairly compete in- they are against the channels that do not need to attract large ratings to survive.

Question 3)

• Two step flow theory- audiences are more likely to respond to people rather than the media institutions so opinion leaders are crucial in influencing opinion and audience responses.

3) 7/10 for revision.

4) For question 1 i didn't exactly mention all three i only included 2 strategies and 2 benefits.

5)For question 2 in order to reach a higher mark i need to have said the arguments against  public broadcasting and included more about the BBC.

6) Question 3: How far do you agree that the  media has a damaging affect on the audiences?

I agree to a significant extent that the media has a damaging effect on the audiences as there are factors that contribute to this.

One way the media has a damaging effect on the audience because it is seen as polysemic which means everyone reacts to it in various ways. The media promotes values and ideologies to its audiences and this all links to how much of the media audiences are consuming as if they are very addicted to it it will have a considerable impact on them.As Gerbner's cultivation theory suggests that heavy TV viewers developed 'mean world syndrome' and saw society as far more dangerous than it actually is. Therefore I agree with this Cultivation theory as more consumption of the media does genuinely have long term affects.This links with the Hypodermic needle theory because it is the idea that whatever the media promotes audiences begin to take it in without thinking which means that when there is fake news the audiences are in echo chambers and this supports the idea that the media has damaging effects on the audiences.

Furthermore,the media has a impact on audiences via moral panic as there are many different subliminal messages that are used to convey this which means it traumatises audiences through these messages and it becomes the audiences reality. There are also certain stereotypes that may be represented which may lead to aggression and violence as Bandura's  social learning theory states and demonstrates this through her experiment with children which raises questions about regulation and and whether or not young people should be protected from certain media content. This is further reinforced by Rokeach and Defleur which means that audiences are becoming  more dependant on the media reinforcing the idea that how young people are addicted and relying to the media.