2019 PAST PAPER

Evaluate the usefulness of one of the following theories in understanding audience use of online newspapers such as The Guardian and MailOnline: 

EITHER  Jenkins on participation OR  Bandura’s media effects theory

Jenkins: 

 The development of the ‘new’ media has accelerated participation, in which audiences are active and creative participants rather– triggering engagement with news online, the contribution of user generated content. 

 They create online communities, and shape the flow of media. This generates collective intelligence, for example, citizen journalism. 

 Apply the idea that Jenkins uses the idea of spreadable media as this emphasises the active, participatory element of the ‘new’ online media. 

 Explain that participatory culture is less likely to occur in relation to online newspapers when compared to other areas of the internet due to their type of content and the ethos of professional journalism. 

 Evaluate the view that the power of online audiences may underestimate the power of the oligarchy of media conglomerates to shape and control online content and the importance of journalism as a professional practice.

Bandura: 

 Explanation that Bandura’s ideas may apply to a wide range of media products, including online newspapers. In particular, it might explain audience response to strongly delivered messages that are consistent across the site, e.g. about the wrongness of terrorism – both The Guardian and MailOnline have quite partisan readerships (and writers). 

 The theory draws attention to the need to investigate the direct effects of stories on individuals who consume newspapers and could be linked to “knee-jerk” comments published by consumers beneath stories. 

 The theory could be seen to support the arguments of those who think online newspapers should be more closely regulated to avoid public harm, particularly considering the general lack of regulation on the internet – for example, issues relating to fake news or propaganda. 

 However, Bandura’s theory was originally developed to explain the imitative effects of media that are powerful in positioning audiences, such as television – newspapers representations of aggression or violence may be less likely to produce imitative behaviour in the way Bandura suggests (although it might influence audience response) whilst messages may often be challenged by audiences in comments, tweets or other posts, which would reduce the effect of the original messages. 

 Newspaper messages are likely to be contradicted by messages from politically and socially opposing newspapers (The Guardian and MailOnline are clearly opposed), especially in areas of social or political conflict (e.g. Brexit) whereas Bandura’s ideas are more about the influence of an entire medium. 

 Prioritising the effects of the media on the audience may mean that the effects of the audience on the media are underestimated – this is particularly problematic when considering the interactive nature of both sites.