4oD research

we have been set some classwork to research channel 4 on demand (4oD). We had to make a presentation to explain to the class.

4OD by daniellegarden

Hebdige Theory

This theory is about youth subcultures challenging the hegemony. This theory states that youths have a very limited representation, that youths are either trouble or fun. This means that the media doesn't represent a reality of youth culture. this means that the only youths we are shown are the youth getting into trouble or just having fun never the youths who work hard and are well behaved.    

Hypodermic Needle Theory

This theory proposes that the mass media could influence a very large group of people directly by ‘injecting’ them with appropriate messages designed to trigger a desired response.Both images used to express this theory (a bullet and a needle) suggest a direct flow of information from the sender to the receiver. the media injecting  us with opinions and we cant do anything too as a source of information will eventually get to us even if its though different sources.  

Moral Panic

Moral Panic is a feeling of fear spread among a large number of people when an issues threatens the well-being of society". We watched Quadrophenia to see how moral panic is represent in the media. Cohen explains that the media takes one situation and overacts making society think that their way of life is being challenged. The media then takes it even further which encouraged the youths to rebel. 

(The picture to the left is an article from the Mod vs Rocker battle).  

Characteristic of youth culture films

• Struggles with parents 
• Bad/slang language
• Love 
• Sex 
• Partying (drugs/alcohol) 
• Violence 
• Gangs (stereotype groups)
• Anger 

Some youth culture movies that represent the characteristics of youth films are

• The Wild Ones
• Rebel Without a Cause 
• Grease 
• Live Fast, Die Young 

Giroux Theory

Giroux theory developed in 1997 
The media represent the youth as an empty category. this explain that the adults don't understand what it is like to be a youth of this generation, so they "plonk" their own ideas into this space about what they believe the representation of youths is. The adult generation don't want to look bad so they blame the younger generation for not understanding. They use the younger generation as a scapegoat. we can see that the beliefs of all the adults molded together leads to an uprising of stereotypes causing moral panic. However we can see the media pushes their ideas on the adults and what they should now believe.

Gramsci Theory

Gramsci, hegemony
Gramsci developed the concept of hegemony.
Hegemony is what is considered the norm of society.
This then means that certain values are accepted as normal, such as low classes will been shown in a negative was as they are unable to have the hegemony way of life. this means that lower classes feel down on and they cant afford to be middle class. This theory shows hat the media is always within the hegemony of higher classes and are seen as acceptable.

Cohen Theory

Cohen discovered in 1972 

• The study of mods and rockers riots. 
• Reflect he anxieties at the time which caused moral panic to occur. 

Moral panic reinforces hegemony, this is done by the media showing what is and isn't acceptable. So when youths try to express themselves in an unusual way that has not been seen before by adults they try to stop it  by being negative towards it. This shows that youths not allowed to express themselves differently within society as it seen as unacceptable. The media places the blame of the youth as they see them as an easy target, this then causes moral panic to happen to try and remove the behavior that isn't considered to be in the norm. 

Gerbner's Theory

Gerbner created the cultivation theory. This is the effect of television and the perception of crime. this theory shows the youth are always the victims for being involved in crime. The media represents youths as the ones that commit all crimes which creates a negative image of youths.

Philo's theory

Philo's theory is about hoodie cinema. Hoodie cinema reflex middle class anxiety of the working class. This shows anyone under middle class is inserted in to this "hoodie class" which suggests anyone below middle class is a thug. This means that people in a higher class see them as threatening and thugs. This theory suggests that media links the social classes with the strong stereotypes, such as middle class being ideal person with anyone lower than them being a hooligan.

back to the future day

Back to the future day. The 21st of October is when Marty Mcfly traveled to the future in the second movie. It is interesting to compare what the reality of their future is to what they thought it would be. when they arrived in the future Marty was shocked by the advanced technology such as flying cars and self tying sneaker, hover boards.

Hover boards are real however they not as commonly used as the movie makes out they are still in laboratories being perfected for use. we have yet to design a flying car so that is still for the future to create although more and more movies and using flying car to help the audience to know that movie is set in the future.