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?

The article talks about how playing violent videogames over the course of three days seems to have a negative effect on people in a study, making them more likely to see different situations as hostile. This links to the hypodermic needle model because of how it is suggested that violent videogames basically "inject" aggression into the user.

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?

It link to the model because it states the son is addicted to violent video games and rarely leaves his bedroom. The game could've influenced him to do violent things as seen in the video game. As the theory suggests, media is being injected information into the audience.

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

I think that the hypodermic needle theory is some what true. Some people see things on the internet and act like they have to believe that or feel like they have to live up to those standards. I think audiences believe influential media on the internet but other things such as entertainment don't really have that big of an impact on an audience.

Two-step flow model


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

The two-step flow model suggests that we are mainly influenced by people. It suggests the media is not all powerful and that social factors are important. An opinion leader is a person in the media that influences how the audience reacts to media texts and events.

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

Zendaya is an A list celebrity who has many fans. The two-step model suggests that we are mainly influenced by people which could imply that since Zendaya has such a large following, her opinion on a certain matter could influence somebody else.

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

I do think that it is still relevant today mainly because audiences are still influenced by other people and would believe what they say.

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: Gilmore girls, it is entertaining
Personal Identity: Ackley bridge, involves teenagers in school
Surveillance: BBC news, gives us information

Dependency theory

1) Do you agree that audiences have become dependent on the media? 

I do agree that people have become more dependent on social media due to the fact that technology is growing more popular by the day. This causes people to use social media more causing them to become more dependent 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?

Over the years, I think that technology has definitely changed peoples dependency on the media mainly because now, technology has advanced a lot meaning the media is advancing too.

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 think my consumption really impacts my emotions as much because I can differentiate between the right and wrong things that I see online.