U6 LO3 Task One

Researching Media Effects of Computer Games

With the level of violence increasing more and more in video games, and
graphics becoming better, the question of whether this effects the audiences of
these games is a large topic of discussion. The APA released a statement in 2005
saying that exposure to violent media will increase the feelings of hostility,
aggression and resulting to violence in conflicting situations. Much like films,
games are age restricted in the UK and therefore violent games are usually rated
as 18, meaning nobody under 18 is able to purchase them. These age ratings are
referred to as PEGI ratings, applied by the Games Rating Authority give the
ratings 3,7,12,16 or 18. However most games with any violence included will be
rated 18. This means that the game will have reached a stage of violence
whereby it becomes a depiction of gross violence, or it will include specific types
of violence with the use of weapons. These kinds of violence may then trigger
the player to feel a sense of revulsion. There are 8 primary types of descriptors
that are determined in order to give a game an age rating. These are Bag
language, violence, sexual nature, drug use, fear, discrimination. Gambling and
the use of online game play with other users.
Games that are rated 18 are most likely going to include at least one of the 8
descriptors, otherwise known as adult themes. A good example of an 18-rated
game is the Grand Theft Auto series. The latest and therefore most graphic game
to come is GTA 5. The game is primarily about 3 characters, who could be seen
as modern day gangsters, who perform heists which involve robbing banks and
murdering people. The game includes heavy and graphic violence, the use of
drugs, sexual nature and bad language. People enjoy playing these games
because it is as if they are able to play out a movie style situations, and involve
themselves in things that they would not normally see or do in their everyday
lives. However, the ability to determine real life from virtual reality can
sometimes become unclear and therefore people can commit genuine crimes,
and perform violent acts in real life. This is a cause for concern and becomes a
health and safety issue when there is little way to tell who these games may
have this effect on. In this case, censorship becomes very important in games as
it then minimises the worry for people who may be concerned about this
happening to them or those around them, but also means that the general public
are not viewing adult content that they may not want to see in their everyday
lives. There are three main ways in how audiences view these PEGI 18 rated
games. The first is how the creator of these games intend on you viewing it. This
means that the viewer will like and enjoy the game, and interpret it in the way
the creator has portrayed it. The second is called Negotiated responding,
whereby the audience sees the overall message that the creator has put across,
but forms their own opinions on from their experiences. The third is called
oppositional responding, where the audience will view it in a different way to how
the creator originally created to be perceived. These three types of audiences
have to be considered when creating an 18 rated game. The well being of all
audiences also have to be considered and therefore cannot use any content that
could alter someones positive and none violent personality. Obviously this is
extremely difficult as audiences are responding to this in many different ways,
and therefore you cannot pin point what exactly could cause this issue, and can
one individual can only know this once they have already experienced or seen it.

The Hypodermic Needle Theory

The hypodermic needle theory explains that the messages that come from the
media can have a massive influence in the way that audiences think about a
certain topic or experience. An example of this is Hitlers monopolisation of the
mass media during World War II as this influenced the majority of Germany to
stand behind the Nazi Party, which in turn led to devastation. This example
shows how effective the media is in influencing audiences, no matter how
extreme the case may be. As it is difficult to avoid this kind of media in everyday
life and therefore the public are very vulnerable to the messages they are being
exposed to, and therefore more likely to believe what they are seeing.

Uses and Gratifications Theory

This theory works in a different way to the Hypodermic theory in that it states
that people will selectively choose which media to endorse. This means that the
audience will choose which messages they choose to look at rather than what
they are being fed. These people will often search for the specific media they
wish to view and are thus in control of what they are seeing. This theory was
noted around the 1940's when some researchers began noticing a pattern in
what was being told on the radio, and how the audiences were reacting to it. It
was then revived in the 70's. Crimewatch was a good example of this theory as
although crime acts were being shown on the television, it did not trigger anyone
to copy this behaviour. However this theory is often criticised as it is implies that
the media has no boundaries, and are able to show the public whatever that
wish, without any consequences. Although this theory does show how people
behave and how it links to the media.

Reception Theory

The Reception Theory was discovered in 1960 by Stuart Hall, who stated that all
media types such as television, films etc have a message or agenda behind it. He
thought that a message was put into a media product by the producers that was
read and understood by the audience, he also said that the audiences would
then read these messages in different ways which will thus create different
opinions and outcomes. However as the audiences live different lives and have
had different experiences, it is difficult to measure this.
Passive or Active Consumption

An active consumption is where the audience will engage in the media and
question it in order to understand it. This may include forming opinions on it and
taking the message in their own way. This may go against the intentions of the
creator. Passive consumption is where the audience will accept the media
without questioning it. Thus proving the creators intentions effective. Although
there is not a specific origin of this theory, it is a common thing for researchers
to check since the earliest forms of media. This theory woks well in allowing
researchers to see how people will react and interpret types of media, giving the
creator the information on who to target.

References:
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En.wikipedia.org. (2017). List of controversial video games. [online] Available at:

https://en.wikipedia.org/wiki/List_of_controversial_video_games [Accessed 24
Mar. 2017].
Pegi.info. (2017). PEGI Pan European Game Information - Welcome. [online]
Available at: http://www.pegi.info/en/index/ [Accessed 24 Mar. 2017].
AskAboutGames. (2017). Age Ratings. [online] Available at:
http://www.askaboutgames.com/age-rating-info/ [Accessed 24 Mar. 2017].
Sotiriou, (2017). Hypodermic needle theory. [online] Slideshare.net. Available at:
https://www.slideshare.net/KleanthisSotiriou/hypodermic-needle-theory-
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Lorenz, (2017). Uses and Gratifications Theory. [online] Slideshare.net. Available
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Phillips, (2017). Reception Theory. [online] Slideshare.net. Available at:
https://www.slideshare.net/dphillips4363/reception-theory-presentation
[Accessed 24 Mar. 2017].Phillips, (2017). Reception Theory. [online]
Slideshare.net. Available at: https://www.slideshare.net/dphillips4363/reception-
theory-presentation [Accessed 24 Mar. 2017].
Mediafort.wordpress.com. (2017). active and passive consumption | Media Fort.
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