Audience theory 1

 

Hypodermic needle model

1) Read this Mail Online article about the effects of videogames. How does this article link to the hypodermic needle model?

In the results, participants who played violent video games had an increase in violent behaviors and hostile expectations. This suggests how the media impacts (in this case video games)      

2) How does coverage of the Talk Talk hacking case (see Daily Mail front page below) link to the hypodermic needle model? Why might someone criticise this front page? 

The newspapers editors have said that he "is a violent video game addict who barely leaves his bedroom", trying to persuade their audience that, that is the only reason for doing what he did.

They also make their audience aware that his mum is a "single mother" suggesting that she is a troubled parent that needs help, and that the boy requires a father figure.

3) What do you think of the hypodermic needle theory? Do audiences believe everything they see in the media?

I believe that the hypodermic needle is partially true as some members of the audience will passively believe anything the media tells them, whereas other members of the audience are actively questioning the media and won't believe everything - they need it to make sense to them.

Two-step flow model

1) Summarise the two-step flow model. What is an opinion leader?

Audiences are influenced by 'opinion leaders' in the media who are people make an impact on how we behave and react. 

2) How do influencers like Zendaya fit into the two-step flow model? 

They are on most social media platforms and have a large network of fans. This makes them more likely to be more influential, making people idolise them.  For example, Zendaya has a lot of music on her YouTube channel as well as some reaction videos and behind the scenes of some films. On this she can influence and give an inside of her life to her fans. According to some people, she represents girls being in a strong and powerful position with her views etc.

3) In your opinion, is the two-step flow theory still relevant today?

In my opinion I think it is still relevant to today as many people look up to opinion leaders and more people are influenced by their behaviours as they think this is the social norms. 

   

Uses and Gratifications theory

1) For each of the four categories, write about one media text (e.g. film, TV programme, newspaper etc.) that fits that particular audience use or pleasure. Make sure you explain WHY it fits the category and use images or clips to illustrate your points. The first one is done for you.

Diversion: Film - Blinded By The Light. Entertaining and offering escapism for fans of Bruce Springsteen or anyone that enjoys coming of age films or culture-clash comedies.

Personal Relationships: Creating personal relationships with Javed and the other young characters.

Personal Identity: Brown people can see themselves replicated with Javed - Racism etc. 

Surveillance: People may watch it to see how brown Asian people had to live in the 70's and 80's.

Dependency theory

1) Do you agree that audiences have become dependent on the media? What evidence or examples can you provide to support your view?

I agree that audiences have become too dependent on the media as they constantly use it non-stop. Some might use it for work etc. but majority use it for voyeuristic pleasures. The media also has the ability to satisfy people's needs and also audiences become active and participate with the media. According to some websites 66% of the population suffers from nomophobia, which is the fear from being detached from mobile phone connectivity. 

2) How has the growth of new and digital technology in the last 15 years changed people's dependency on the media? Is this a new problem?

As digital technology has had an increase of growth, due to new smart phones and being able to access it from pretty much everywhere, people have become more dependent on the media, and this has become a problem. People have become too addicted to the media and repetitively use it. This stops them from doing normal day-to-day routines. It also has an effect of making us feel pressured or having negative thoughts, due to what people say and online cyber bullying.

3) Reflecting on your own media use, how does your media consumption impact on your emotions? Does the media have an overall positive or negative impact on your health and wellbeing? Why?

I don't use the media as much as I only use it to listen to music, watch videos, message my friends, to see news and for my studies and I don't use it for too much time, so it doesn't really have a negative impact on me. However, when I do listen to music are watch a video it uplifts my mood as it is enjoying and is a diversion from the real world (Blumler and Katz - Uses and Gratification theory).