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?

The hypodermic needle theory suggests that we are injected with information my the media. The the article shows how people who play violent and driving video games respond. Those who played shoot-em-ups like Call of Duty were more likely to assume the world was hostile and react aggressively

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 mention the fact the killer is from a single mother family. People may assume and stereotype kids from single mother homes to turn out bad.

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

To an extent. The media has an influence on how people form opinions. People may use the media to gather evidence that supports a particular belief.

Two-step flow model

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

 

Most people are not directly influenced by mass media, and instead form their opinions based on opinion leaders who interpret media messages and put them into context.

 Opinion leaders are those initially exposed to a specific media content, and who interpret it based on their own opinion.

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

Taylor swift has a massive global following. her demographic is mainly teenage girls. her audiences will base their views and opinions based on what she thinks and how she interprets media.

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

Yes as people definitely base their opinions based on role model opinion leaders.

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: you may decide to watch a celebrities whole filmography even if the genre doesn't appeal to you and its the most boring film ever, just because you think the actor is attractive and you develop a strong liking towards them- definitely not speaking from experience. For example you may have watched red eye, and then realised you like a certain actor so you watch every film with cillian murphy in it because you like him. star power.

Personal Identity: You may read vogue as you regard yourself as a highly fashionable individual and you see your values reflected in the magazine. you make take tips from the beauty edit.

Surveillance: You may use the weather app to gather information about the weather to make a decision if you should bring a coat or umbrella out.

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 , many people use the media to educate and learn about topics. however there is a low of fake news which is dangerous.

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?

People now look to social media for evidence to form opinions especially in politics. False news can hinder peoples thoughts and opinions. People depend on the media for information and dont check for its reliability. 

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 screentime and how does this impact on your mood?

When i consume sad media it definitely makes me feel worse. Likewise when i consume happy media i feel uplifted. My average screen time is probably 4-5 hours. It doesnt impact me that much as i watch a lot of tv for pleasure, however doomscrolling on tiktok keeps me up late.