Quality and Standards

Quality and Standard is a term critics and broadcasting companies use to describe a television programme that they argue is of a high quality. In 1988 the campaign for Quality Television Ltd was set up in the UK. It was set up to promote more choice and quality for the viewers and create programmes that informs and educates for all types of people around the UK.

Geordie Shaw is a  british reality television series broadcast on MTV.  Many people believe that the show is of low quality and is dumbing down audiences. They find that the series is just a bunch of young adults going out drinking and having sex every night. The programme has a warning that states ‘contains strong language, sexual scenes and references from the outset throughout,’ nevertheless people still believe that shows like this shouldn’t be broadcast on TV. In my opinion Geordie Shaw does not count as quality television as al it includes is endless drinking, bad behaviour, searing and fighting.  The show offers over the top stereotypical characterisation of people from the Tyneside region North East England and it fails inform or educate audiences.

Between 2008 and 2012 the digital switchover occurred, this was when TV’s are converted to digital, as the old analogue system was switched off. This upgrade allowed extra channels to be broadcasted, it also allowed subscription channels, better quality pictures and more on-screen listening’s and interactivity. Although with a lot more channels, TV companies had to produce a lot more programmes that cost less to make. Because of this ,there are many programmes that don’t meet the quality and standards demand.

Hypodermic Needle Theory

The Hypodermic Needle Theory perceives the audience as weak and the media as being strong. It suggests that messages from media is directly received and accepted be the audience. The theory is also known as the hypodermic-syringe needle as it shows how the media ‘syringe’ and injects audiences with messages.

The theory was developed in the 1920’s and 1930’s, with scientists observing the effects of propaganda during World War I and different events such as Orson Wells ‘War of the Worlds’ radio performance. In 1927 Harold Lasssweel, an american scientist published a book called ‘Propaganda Techniques in the World War.’ This book focuses on the affects that the propaganda had during World War 1. In the book Lassweel summarises his research,

“From a propaganda point of view it was matchless performance, for Wilson brewed the subtile poison, which industrious men injected into the veins of a staggering people, until the smashing powers of the allied armies knocked them into submission.” 

The payne Fund studies were conducted between 1929-1932. These studies looked at the effects that the media had on children. The study wanted to show how the mass media have a powerful and direct influence on audiences. The study was criticised for its lack of scientific experiments, but it was one of the first and most comprehensive examination on how the media works. The project chairman, W.W Charter stated,

“We see that as an instrument of education it (can) affect profoundly the pattern of conduct of children”   

Even in 1930’s researches started to realise that this way of thinking about the media was kind of outdated. In 1938 Orson Welles and Mercury Theatre broadcasted a drama production of H.G. Well’s War Of The Worlds, while the drama was on many people believed that martians had invaded. While many people had a panic strike, it was only a small portion of six million people who enjoyed the radio drama. Events like this suggest how media has a powerful effect of audiences, although it also shows how the Hypodermic Needle Theory which suggests that we all act in the same way, is outdated.      

There are many current television programmes which also suggest that the hypodermic needle theory is antiquated. Geordie Shaw is a  british reality television series broadcast on MTV It’s a good example of this, as many people believe that the show is just a bunch of young adults going out drinking and having sex every night and find that show pointless. The show also a large fan base that watch and enjoy the programme. This proves that everyone is having their own  ideas and opinions about the show, which goes against the hypodermic needle theory which suggests that we should all share the same messages and ideas.