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?

It links to the hypodermic needle model as the article suggests people who play violent games for 20 minutes a day encourages violent behaviour; the hypodermic needle model is a theory that suggests people are influenced by the media very easily, as it injects information into the audience, something this article suggests.

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? 

They describe the hacker/son as a "violent video game addict who rarely leaves his bedroom". They are suggesting that the violent video games made him this way and influenced his way of living, which links to the hypodermic needle theory.

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

I think it's not a very good/plausible theory. This is because this theory assumes audiences are stupid and eat up the media mindlessly, something that isn't true because we all have at least a little common sense when we're viewing any sort of media online.


Two-step flow model

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

The two-step flow model assumes audiences are influenced by "opinion leaders". Opinion leaders are plausible/trustable people (at least in audiences' eyes). They can range from influencers, politicians or celebrities.

2) How do celebrities like Taylor Swift fit into the two-step flow model? 

They fit into the two-step flow model as they're popular people that people listen to. If Taylor Swift were to share her opinion on something, people would be sure to follow.

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

I think it is. It shows audiences make conscious choices about who they follow and why. We can still see examples of it being in use today.


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: TV - Stranger Things: Diverse range of characters that audiences fall in love with as they see them work together and interact.

Personal Identity: TV - Educating Yorkshire: Teenagers may be able to relate to the ones shown on the show as it primarily takes place in secondary school.

Surveillance: TV - BBC News (or any news broadcast): Audiences will be able to know what's currently going on this week/month.


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?

To an extent, yes. But I don't believe we fully depend on the media, as we don't do everything on a screen. When it comes to entertainment, absolutely. For example, these days children tend to go on YouTube or TikTok for entertainment.

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 creation of the internet in the last 15 years has changed how much people depend on the media nowadays. This is because now, you can do practically anything online. Like, if you needed to research something, you wouldn't have to go to the library, rather, you could just google it. This is a new problem as people can get too reliant on the media sometimes. But in my opinion, it all depends on moderation. Too much of anything is bad for you.

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? What is your average screen time and how does this impact on your mood?

To be honest, it depends. For me, media makes me happy and it provides an escape to my everyday life. I believe it has an overall positive impact on me, at least for private social media. Public social media not so much, especially more toxic and damaging ones like Twitter and TikTok, which is why I try to avoid them. I don't know my true average screen time since I spend most of my time on my computer, but I feel as if using it a lot definitely affects my mood.

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