Media Theory and Regulation

Today we looked at various theories that try to describe media influence. These include:

  • The Hypodermic Needle Theory
  • The Agenda Setting Theory
  • The Cultivation Theory
  • Uses and Gratifications Theory
  • Encoding/Decoding Theory

Read through the theories again in your media text – Chapter 9 page 155 and then post your response to the following questions:

1/In what ways is media content in Australia regulated?
2/ What theory is this regulation based on? How does it see the position of audiences?
3/ What are the main arguments for and against this regulation?

The rise of alternative media

Please click on the link and read the rise of alternative media.


When you have read the article you are to watch some of programs listed. You can also read through some of the newspapers listed. When you have become familiar with their content write a post that includes the following:

  • In what way do you think these alternative media sources differ from mainstream media
  • Were there stories covered that you have never thought about or considred before?
  • How are the stories presented?
  • Did you notice advertising? If so what sort?
  • What is your opinion of these alternative news sources.


Read through Chaper 6 Australian Media Institutions pages 102 to 110. Then  read the following articles regarding tabloid newspapers, the Murdoch Inquiry and general related articles about regulation and self regulation. You do not have to read them all (but they are all very interesting!)

When you have read through these articles I would like you to summarise what you have read and your feelings about media ownership and the influence of Rupert Murdoch in particular. Try and write 500 words (you can write more but not less).

Canberra Times facing down a tabloid future_ _ Crikey
Sienna Miller stars with winning Leveson performance _ Crikey
JK Rowling and Sienna Miller hit out at phone hacking inquiry
‘I heard her recorded message and shouted out, Milly’s alive’
British tabloids out of control, inquiry told
Investigation of political favours against News Ltd
Elle Macpherson’s adviser sacked by model after phone hacking revealed
More mob rage after the break _ Today Tonight
Knowledge is power, but be wary of who wields it

Copyright Issues

Who owns the content that you produce for student magazines, websites and radio? Read the following article.

  • Who do you think should own the copyright?
  • Do you think the photographer is being unreasonable?
  • Who owns your copyright on the istudymedia site?

Media Ethics Essay

In class today we discussed regulation and self regulation of the media industry in Australia.  This was taken from Chapter 6 Australian Media Institutions pages 111 to 113. We then discussed the media ethics essay which is attached.


Social Media

Read through the document on the How Barbie & Ken Were Reunited by Social Media campaign and answer the following questions. The full URL to watch the videos is here:

  • How was social media used in this campaign
  • How effective was this campaign reaching its target audience
  • Do you think it is a clever use of social media
  • How could online newspapers use social media to attract a bigger audience

Breaking Down the News Formula

Homework: Read Chapter 13 from page 325 to page 330 concerning television news. Then complete activities from 1 to 6.

The news follows a distinct formula in their 30 minute broadcasts. They tend to go something like this:

Music Intro with Logo (30 secs)
News reader introduces themselves and rounds up the story (2-3 minutes)
First story around 1 to 2 minutes
Second story (50 seconds)
Third Story (40 Seconds)
Fourth Seconds (50 seconds
Advertisements 3- 5 minutes
Few more stories (5 minutes)
Ads 30 – 5 minutes
Sport 5 minutes
Market Report (Banks, stocks) 3 minutes
Weather 2 minutes
Good news story 30 seconds
Goodbye from News Reader and music (30 seconds)

The newsreader will often have a uniuqe way of saying goodbye. Brian Naylor from Chennel Seven always ended a broadcast with ‘May your news be good news and goodnight.’