Audience theory 1

 Audience theory 1

Hypodermic needle model

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

The idea that overly aggressive video games might negatively impact young adults and cause them to become violent adults is supported by this article, which also makes reference to the hypodermic needle model.  

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 article shows a son, aged 15, that is addicted to playing violent video games. This links to the hypodermic needle model as the media wants the audience to believe that violent video games can have harmful and negative effects on their children's behaviour, like making them into a violent person, addicted so they don't socialise with one another, as if they're trapped in the game.

3) What do you think of the hypodermic needle theory? Do audiences believe everything they see in the media?
In my opinion the hypodermic needle theory is negative as it can lead to the audiences believing something that is not true (in some cases). Back then, people were less literate and would believe everything they saw in the media as they didn't have other media sources and were less diverse in opinions, however nowadays audiences are most likely to criticise what they see on the media rather than believing it due to new technology gadgets and are more diverse in opinions.

Two-step flow model

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

The two step flow model suggests that the media is not powerful and that the social influences are stronger. This model suggests that audiences are influenced by 'opinion leaders' in the media who meditate how the audience reacts to media texts. Opinion leaders may be celebrities, authors, politicians.

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

Zendaya fit into the two step flow model as she is an opinion leader. She is an actress and singer. She has inspired others and fuelled her passion with her experiences. She says each person has a unique tale to tell, and we shouldn't let our previous mistakes characterise or define us. Because of these positive beliefs, many people follow her.

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

The two step flow theory is definitely still relevant today due to the audience having access to social media and other media sources. Even though people tend to interpret media in their own way, young children and teenagers these days tend to believe the influencers beliefs as they're famous. Audiences can access different opinion leaders' pages (celebrities) and whatever they post, the audience seems to follow their beliefs. 

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: My name - Yoo Ji Woo, the main character, we as the audience feel sympathy for her as she lost her father as he was murdered, and she takes revenge by finding out who the murderer is. We develop a sense of sympathy for her.

Personal Identity: Eastenders - as it follows the ups and downs in soap operas.

Surveillance: BBC - you can access all sorts of information on there daily; news, weather, sports 

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 dependent on the media because as new technology releases, more people are purchasing them. The audience accesses a lot of information and form different beliefs depending on the medias beliefs. A example which was previously mentioned is that by playing violent video games can lead to children being violent in real life. Nowadays, people tend to get nervous and anxious when they don't have any access to technology, as they are addicted and reliant on the media.

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 development of new technologies has presented advertisers and media companies with exciting opportunities for audience communication. In the past, people's main sources of information were television and newspapers. People can now consume material through a variety of platforms and channels, including social media, video websites, and video platforms. Because people are using technology a lot more now, they are very dependent and addicted and I think this is a problem. It can have negative impacts on one's mental health and stops them from socialising with people in real life as they are trapped onto their phones.

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 well being? Why?

My media consumption have impacted my emotions and mental health from time to time as I used to compare myself to a lot of people online. It also had some positive impacts as I can use the media to watch new TV series and movies which I find entertaining. The media have both positive and negative impacts; positive as you can find many educational sites which can aid in studies, or for entertainment purposes, and negative as people may start to feel insecure and unworthy by comparing themselves on social media, which can impact their mental health severely.