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 suggested that the media injects information into the audience and can have a dangerous effect on us. This article suggests that playing a violent video game for an hour everyday can increase aggressive behaviour. Just a single session can encourage short term aggression this then can show long-term effects and encourage anger issues which links back to the hypodermic needle theory as the violent video game injects information and portrays violence on the screen which then impacts the gamer in a negative way resulting in anger issues and aggression. 

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? 

This Talk Talk hacking case reinforces the hypodermic needle theory as the 15 year old boy is a "Violent video game addict who rarely leaves his bedroom" this Daily Mail article presents as if it is the media's fault that this boy committed a crime like this since he spent so much time playing violent video games and it impacted him dangerously which caused him to commit such a crime. Someone may criticise this article as they may blame the mother for bad parenting and not setting any boundaries and not the actual video game.  

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

I agree with the hypodermic needle theory to an extent as i do believe that most audiences believe most of the things they see in the media as some people are gullible but also because the world nowadays revolves around the media no one really reads newspapers so they'll believe the first source they see. However, certain people don't believe the media when something clearly doesn't seem right. In addition i believe the media doesn't always have a dangerous effect on us, sometimes certain media we use and believe isn't always bad for us and may have a good impact on us. 

Two-step flow model

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

The two-step flow model suggested that audiences are influenced by 'opinion leaders' in the media who mediate how the audience react to media texts. An opinion leader is either an 'influencer' or typically in this day celebrities who either promote products or give out their opinions on certain subjects for the media to see. 

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

Influencers like Zendaya allow an insight into a busy life like hers for example "Watch me and Zac Efron in our new film", she allows us as an audience to feel closer to her in what she does. She also allows her audience to know her opinion on certain subjects, E.g "Zendaya at the Women's march on Washington." This allows her audience to see she supports women's rights which the audience may either agree with her or disagree but her posting content like this may influence her audience to do the same. 

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

I believe the two-step flow theory is still relevant today as due to apps like Instagram, Twitter etc. there is a lot more 'opinion leaders' which we as an audience look up to and want to follow their lives as closely as they can which may even influence them to copy their lifestyles and develop the same opinions like them. 

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: Series- The Walking Dead. We see characters who we develop affection for die, or in tough situations which we end up sympathising for and hoping nothing bad happens to them. 

Personal Identity: Documentary: Educating Manchester- We see students deal with similar problems like us in a British school. 

Surveillance: BBC Weather- informs us about the weather in the area you are looking for in the UK. 

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 certain audiences have become dependent on the media. For example certain people rely on the weather app to always be true and actually accurate in order to make/ finalise plans whereas others know they can't rely on an app as that would be impossible if they got it accurate every time. 

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?

In the last 15 years people have become more dependent on the media as companies such as Apple have been producing products and applications that people are more likely to use and rely on. For example Apple Watches in order to track how many steps they took to maintain health and if their Apple watch runs out of battery they feel like they can't go out on a walk anymore since nothing is measuring their steps anymore. This is a new problem as it makes people create excuses/ having to stop doing their daily activities as their devices or apps are down. Same way people use websites such as TikTok for entertainment and when the app is down they feel like they have no other source of entertainment just their phone. 

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?

Personally, i believe i spend too much time on my phone which may cause me to become demotivated from actually doing something productive and i get easily distracted because of my phone which then causes me to feel guilty for not getting any work done.