Audience theory 1

Audience theory 1: blog tasks

Hypodermic needle model

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

It links to hypodermic needle model as 'Playing a violent video game for just an hour over a three-day period is enough to increase aggressive behaviour, according to a new study.' in which this shows how consumption of media can influence us in many ways.

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 hypodermic needle model suggests that media has the power to directly affect audience behaviour. In the case of the Talk Talk hacking, the Daily Mail's front page implies that it is easy for hackers to access people's personal data. This suggests to readers that they should be concerned about their online security and take steps to protect themselves. Someone may criticize this front page as it shifts the blame to the fact that the son plays video games "violent video game addict".

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

The hypodermic needle theory suggests that audiences believe everything they see in the media and are influenced by it directly in a powerful and immediate way. This theory is outdated and has been largely discredited by modern research and studies. The more recent perspective is that audiences are more likely to process media messages and often reject or modify them based on their personal beliefs, experiences and values.

Two-step flow model

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

The two-step flow model suggests that information and ideas flow from the mass media to opinion leaders and then to the general public. Opinion leaders are individuals who possess expertise and influence within a given society or community, and who are able to shape the beliefs and opinions of others. They are viewed as the bridge between the media and the public, providing the public with information and helping to shape their attitudes, beliefs, and behaviours.

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

In the two-step flow model, influencers like Zendaya fit into the role of opinion leaders. Opinion leaders are people within a community who have the ability to influence the opinions and behaviours of others through their own opinions, beliefs, and behaviour. In this role, Zendaya would be able to shape the opinions and behaviours of her followers through her own beliefs, opinions, and behaviours that she showcases on her social media accounts.

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

Yes, the two-step flow theory is still relevant today. This is because it explains how media content is distributed and consumed within society, which is an important factor in understanding how people interact with media.

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: Titanic - Titanic is a 1997 American epic romantic disaster film about the ill-fated maiden voyage of the RMS Titanic, starring Leonardo DiCaprio and. Kate Winslet as members of different social classes who fall in love aboard the ship during its tragic and fateful journey

Personal Identity: The Truman Show - The Truman Show is a 1998 comedy-drama film about a man who discovers his entire life is a reality TV show.

Surveillance: The Lives of Others - The Lives of Others is a 2006 German drama film about an East German secret police officer's surveillance of a writer and his lover in 1984 East Berlin.

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?

Yes, I agree that audiences have become dependent on the media. Evidence of this can be seen in the rise in media consumption, with the average person spending over eleven hours a day consuming media in 2018.

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?

The growth of new and digital technology in the last 15 years has changed people's dependency on the media in a few ways. Firstly, the internet and social media have made it easier for people to access news and information, as well as to create and share content. This has led to an increase in people's consumption of media, as well as their reliance on it for information. This is not a new problem. People have been dependent on the media for centuries, and this dependency has only increased with the growth of new and digital technology.

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?

My media consumption can have both positive and negative impacts on my emotions. On the one hand, the media can provide me with entertainment, education, and information, which can often have a positive effect on my emotions. On the other hand, the media can also be a source of stress, anxiety, and frustration. For example, scrolling through social media can induce feelings of envy or inadequacy, and watching the news can be overwhelming and depressing. Overall, I believe the media has a predominantly positive impact on my health and wellbeing. Although it can be a source of stress, it can also be a source of comfort and connection.