The hypodermic theory is a model of communications suggesting that an intended message is directly received and wholly accepted by the receiver.
UK age restrictions-
These are the restrictions put in place, in the UK. The restrictions are based on different categories. The categories include violence, drug use, drug references, sex, nudity etc. They also base the classification of films on the tone, and the impact it has on the audience, including how it makes them feel.
USA age restrictions-
The USA also rates it films in a very similar way to the UK. However the age bands change slightly. It's based more on the children's mentality, and whether or not the parents agree with it.
“Any media text is created for a particular audience and will usually appeal most to this particular target audience” (Hall and Holmes, 1998).
The impact of age restrictions, in the contemporary film industry.
During the 1990s film age ratings, were much more strict as well as they only catered for certain audiences (niche audience). Films during the 1990s were more gritty, violence related and drug fuelled, a perfect example of this is Trainspotting. Trainspotting is a film about heroin addicts, who make a massive drug deal. However there are graphic scenes, which include all sorts of content. Although Trainspotting was a 18, it is one of the most popular films, which the majority of under 18s have seen. This shows how age ratings, are not good when it comes to catering for a specific audience, Trainspotting had a niche audience, however was widely watched by many people. By catering for 18s and over means only a selected profit can be made, and that the film itself is loosing out on a certain profit. It also complies with Stanley Halls theory that youths will intentionally do something to be rebellious, in this case it is watching Trainspotting how people over and under 18 have watched it.
The hypothermic needle is also influencing the age rating system, the majority of people who play, or watch a graphic film/game, do not go and commit certain crimes, and replicate the content. However, the UK age ratings at this time, would support the hypothermic needle theory as they have had the age ratings become strict, preventing younger audiences from "replicating" certain scenes. In the 1990s film makers also did not cater for what the audience wants, instead they catered more for profit. This meant that the films being produced at this time were aimed at a niche audience, and received a high age rating such as a 18. This meant less of a audience would see the film, or would not be interested as the film makers would be more interested in the profit, a good example of this is, Human Traffic. Human Traffic was a low budget, gritty British film about the rave and club culture. The film received an 18, and overall the film made very little profit, as the budget was £2.2 million and it only made £2.5 million. The film only catered for a certain audience, and is perfect example as to why the British film industry did not do so well around this decade.
The hypothermic needle is also influencing the age rating system, the majority of people who play, or watch a graphic film/game, do not go and commit certain crimes, and replicate the content. However, the UK age ratings at this time, would support the hypothermic needle theory as they have had the age ratings become strict, preventing younger audiences from "replicating" certain scenes. In the 1990s film makers also did not cater for what the audience wants, instead they catered more for profit. This meant that the films being produced at this time were aimed at a niche audience, and received a high age rating such as a 18. This meant less of a audience would see the film, or would not be interested as the film makers would be more interested in the profit, a good example of this is, Human Traffic. Human Traffic was a low budget, gritty British film about the rave and club culture. The film received an 18, and overall the film made very little profit, as the budget was £2.2 million and it only made £2.5 million. The film only catered for a certain audience, and is perfect example as to why the British film industry did not do so well around this decade.
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