VCE Media Unit 4 Notes PDF

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These were my summarised notes for the VCE Media Unit 3 Course. I received a Premier's Award and a study score of 50 - they include every piece of content you are required to know for Agency and Control. It also includes a written practice exam of mine....

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VCE Media 3/4 - Catherine Meagher

Unit 4 AOS 2 AGENCY and CONTROL in and of the media KEY KNOWLEDGE: Ø The dynamic and changing relationship between the media and its audience Ø The influence of both the media and audience Ø The way media is used by globalised media institutions, governments and the individual Ø The rationale for regulating the relationships between the media and its audience in Australia Ø The issues and challenges relating to regulation and control of the media Ø Ethical and legal issues in the production, distribution, consumption and reception of media products Ø Media language

KEY SKILLS: Ø Discuss the dynamic and changing relationship between the media and its audience Ø Discuss the extent of the influence of the media and media audience Ø Analyse the regulation of relationships between the media and its audience in Australia Ø Analyse issues and challenges relating to regulation and control of the media Ø Evaluate ethical and legal issues in the media Ø Use media language

VCE Media 3/4 - Catherine Meagher

★DYNAMIC AND CHANGING RELATIONSHIP (AUDIENCE AND MEDIA) Key Knowledge: The dynamic and changing relationship between the media and its audience Key Skill: Discuss the dynamic and changing relationship between the media and its audience Linear programming vs on demand streaming: Ø Changed from being media dominating audiences to a now interconnected relationship and audiences have never had greater agency. They now have the ability to produce and consume media, also known as being prosumers in the rise of Instagram and Facebook. Ø Linear broadcast television (commercial) programming is no longer as popular, in 2016 Roy Morgan Research reported that only 43.2% of Australians exclusively watch linear programming now. Ø Netflix has responded to and set consumption trends in audience members with 9.8 million subscribers of Netflix in Australia in 2019 and 148 million subscribers worldwide. Streaming services have led to the rise of broadcast video on demand (9Now and 10 Play). Ø Binge viewing culture is indicative of the change that occurred in media access and could be seen as initiated through the Netflix’s 2013 release of House of Cards in response to audience viewing trends.

VCE Media 3/4 - Catherine Meagher

★INFLUENCE OF MEDIA AND AUDIENCE Key Knowledge: The influence of both media and audience Key Skill: Discuss the extent of the influence of the media on the media audience

Audience over media - Sonic: Ø The 2019 release of the Sonic movie trailer was met with great backlash from fans over their discontent. Ø Fans responded via social media platforms such as Twitter and Reddit to express that they were unhappy with the design of the character as it differed from the familiar original of the 90's. Ø Director Jeff Fowler responded to the backlash by delaying the release of the film to 2020 and tweeting “you weren’t happy with the design and you want changes” and explained he is “taking time to make Sonic just right”. Media over audience - Alyssa Milano: Ø Twitter platform used to propel the movement by actress who encouraged followers to spread the hashtag #MeToo to raise awareness to sexual harassment and assault. Ø In October 2017, Alyssa Milano (an American actress) tweeted, "If you’ve been sexually harassed or assaulted write 'me too' as a reply to this tweet." Ø Within 24 hours, it had been tweeted 12 million times and the hashtag #MeToo was trending. Ø Resulted in 2018 Harvard Business Review survey providing the quantitative results from 263 women indicating that #MeToo has increased the reports of gender harassment, from 76% of women in 2016 to 92% in 2018. Ø The popularity of re-tweeting is referred to as spreadability by media scholar Henry Jenkins that refers to audiences sharing content for their own purposes.

VCE Media 3/4 - Catherine Meagher

★GLOBALISED MEDIA INSTITUIONS, GOVERNMENTS AND INDIVIDUALS Key Knowledge: The way media is used by globalised media institutions, governments and the individual

Globalised media institution of media (having control over its audiences) - Instagram removal of likes: Ø In July 2019, Instagram (owned by Facebook) has removed the ‘like’ feature in support of user wellbeing. Ø They notified users through a Twitter post, “We want your friends to focus on the photos and videos you share, not how many likes they get”. Ø According to the research by the UK’s Royal Society for Public Health “Instagram is the most damaging social media platform for mental health in users aged 14-24”. Ø In 2017, TIME reported their #StatusOfMind study found that Instagram was associated with “growing levels of anxiety, depression, bulling and a fear of missing out”.

Government use of the media - You never the forget the flu: Ø The Victorian Government funded Department of Health and Human Services distributed a public service announcement in the form of a television advertisement composed of short anecdotal clips. Ø This campaign encouraged Victorians to get immunised against the flu and this resulted in the flu death toll dramatically decreasing from 1163 deaths in 2017 to 125 in 2018 and 300 in 2019. Ø In the process, flu shots also became more accessible to the public with chemists offering the immunisations and workplaces issuing them for free. Individuals - Israel Folau: Ø Israel Folau used Instagram to promote a message about his religious beliefs and in doing so, breached his Rugby contract. In 2019, he posted on Instagram a “warning” to “homosexuals” among others that “hell awaits” them and they must “repent”. Ø Rugby Australia asked Israel to explain his post and then stood him down for breaching his contract. Ø The two-step flow theory explains why Rugby Australia wanted to stop his comments as he has great influence over his followers due to his ability to be an 'opinion leader'. Ø Israel appealed the decision made by Rugby Australia as he believed he had a right to voice his religious beliefs. Ø He sought $10 million in legal costs and launched a GoFundMe campaign (crowdfunding site) to go towards his legal fees in the case and raised $650,000 before being shut down because it was fundraising for ‘religious affiliation’ as a form of industry regulation. Ø Drew Mitchell (former Rugby Union player) tweeted "It’s no longer about religion, it’s about YOU and YOUR greed.

VCE Media 3/4 - Catherine Meagher

★RATIONALE FOR REGULATION Key Knowledge: The rationale for regulating the relationships between the media and its audience in Australia Key Skill: Analyse the regulation of relationships between the media and its audience in Australia Rationale for: Ø Protecting vulnerable audiences against harmful content. Children might be considered vulnerable because their frontal cortex is not fully formed. Ø Prevents copy-cat behaviour such as suicide contagion and terror attack copy behaviour. Ø The instantaneous nature of social media means that people can instantly upload content without thinking it through. Rationale against: Ø It's virtually impossible to remove all harmful content. Ø Threatens to create a 'nanny state' so controlled that this compromises freedom of speech. Ø Copy-cat behaviours such as crime and suicide are not new phenomenon. Christchurch Terrorist Attack: Ø In March 2019, a gunman live-streamed his terrorist shooting attack at mosques in Christchurch, New Zealand on Facebook Live (production and distribution). Ø Copies of the video were shared via various platforms such as YouTube and Facebook LiveLeak. Ø Many people reported this content (personal regulation) appealing to industry regulators to take the content down. Ø Jacinda Ardern (New Zealand Prime Minister) stated "social media was used…as a tool to promote an act of terrorism and hate”. Ø The New Zealand OFLC (Office of Film and Literature Classifications) quickly classified the video as ‘objectionable’ and law was introduced making it a criminal offence to distribute the video with penalties of up to 14 years imprisonment or a fine of $100,000 fine. Ø Phillip Arps was sentenced to 21 months’ imprisonment for sharing the content as a result of the new law, however an issue is – the law can’t prosecute those who aren’t Australians. Ø New law in Australia made it a crime for social media platforms not to remove 'abhorrent violent material' quickly and it is punishable by 3 years imprisonment and a fine of $10.5 million. Ø Facebook introduced a 'one strike policy' banning those who violate the new Facebook Live rules in an act of industry regulation. Ø Facebook joined the Christchurch Call to Action alongside other globalised media institutions and governments such as Google and Amazon which aims to eliminate terrorist and violent extremist content online and monitor live streaming available. Ø This use of the media coincides with the Uses and Gratification Theory which helps to explain why some audiences will seek out social media content for their own purposes. Additionally, streaming and sharing the video with the intention of copying it also explains why we need to regulate. Ø The central regulatory issue and fear in making terror attacks available via live stream is the potential for copycat crimes to be committed in seek of a similar glorification. Ø Psychologist Dr Michelle Noon said, “We don’t think that the media coverage actually gives people the idea to commit the crime, they may already have anti-social interests, and this then gives them the idea of what to do.”

Ø Another rationale is the possibility of a mistrial if the footage has been consumed by juries or the wrong people are accused of crimes such as the Boston bombing suspects.

VCE Media 3/4 - Catherine Meagher

★ISSUES AND CHALLENGES OF REGULATION and CONTROL Key Knowledge: The issues and challenges relating to regulation and control of the media Key Skill: Analyse issues and challenges relating to regulation and control of the media

Bakers Delight and BCNA Pink Bun Campaign: Ø In 2018, Bakers Delight and Breast Cancer Network Australia created a Pink Bun Campaign

featuring breast cancer survivors and baked goods. Ø Breast Cancer Network Australia (BCNA) claimed Facebook originally approved the ads but

rejected them at the last minute as a form of industry regulation. Ø Facebook claimed the partially nude campaign images breached its policy on nudity. Ø However due to public backlash, Facebook changed their policy because of public pressure claiming, "nudity is allowed if raising awareness about a cause". Ø Kate Murray, one of the women featured in this year’s campaign said, “I’m insulted as to why Facebook would ban something so beautiful.” Ø Thus, audiences had agency and control over the media as the campaign was then permitted. Issues: Regulation is complex and dynamic Ø Should nudity be prohibited for the benefit of vulnerable audiences such as children? Ø Facebook is denying the ability to have freedom of speech after banning the campaign. Ø Raising awareness and public support for a worthy cause that needs fundraising.

VCE Media 3/4 - Catherine Meagher

★ETHICAL AND LEGAL ISSUES Key Knowledge: Ethical and legal issues in the production, distribution, consumption and reception of media products Key Skill: Evaluate ethical and legal issues in the media

Belle Gibson: Ø In 2017, Belle Gibson claimed she had various types of cancers and was cured via natural medicines and pseudoscience. Ø She produced and distributed a wellness book “The Whole Pantry”, app and blog along with regular Instagram posts featuring her inaccurate wellbeing advice. Ø Dr Nikki Stamp, (a heart surgeon) says that "social media darlings are putting lives at risk by promoting wellness advice on Instagram” Ø Monash Professor Dr Haines says, “If you are a vulnerable consumer, seeking treatment on Facebook is a recipe for disaster.” Ethical: Ø The ethical issue of producing and distributing inaccurate wellness content and potentially negatively influencing vulnerable audiences Ø She was breaking social codes by misleading her vulnerable audiences with false content. Ø Copy-cat behaviour (eg: young or vulnerable audiences following medical advice without any medical backing) Legal: Ø She was convicted of breaking Australian Consumer Law for “false and misleading conduct and unlawful fundraising”. Ø Fined $410,000 and is banned from using social media again. Ø Her publisher Penguin Books was fined $30,000 for “failing to validate the factual content” of her book. Regulation: Ø Personal regulation: people responded and got in touch with the ACCC Ø Industry regulation: Apple removed her app Ø Our government has a responsibility to protect vulnerable audiences Ø She has targeted this vulnerable group willing to do anything to cure themselves of cancer Challenge in regulating: Ø Difficulty of free speech Ø What is inaccurate information and what is not Ø Incredibly difficult to monitor every piece of wellness content that is distributed online Ø Unregulated nature of Instagram...