AUDIENCE THEORY

 Audience theory 1: blog tasks

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?

This the article seems to claim that playing violent video games makes people more aggressive or desensitized to violence, which ties directly into the hypodermic needle model. This model suggests that audiences just passively absorb whatever media they consume, which directly affects their behavior. The article implies that these games can make players act out what they see, without considering other factors that might influence their behavior.

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 way the Daily Mail covered the Talk Talk hacking case seems to suggest that young people are at risk of being “corrupted” by exposure to hacking or digital culture. This links with the hypodermic needle model because it implies that just seeing or hearing about hacking could directly influence young readers to act the same way. Some people might criticize this front page for being too simplistic or even fear-driven, almost assuming that everyone who reads it will think all young people are up to no good online.

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

I think the hypodermic needle model is pretty outdated in today’s world. We’re exposed to so many perspectives online, and most people seem more critical of what they read or see in the media, especially with so many sources to compare. I do believe that while some people are influenced by what they see, but I don’t think it’s accurate to say we all just believe everything shown.

Two-step flow model

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

The two-step flow model suggests that people aren’t directly influenced by the media as much as they’re influenced by “opinion leaders”—people they trust who help interpret the media’s messages. So rather than absorbing everything from media firsthand, people often get their ideas from friends, family, or even social media influencers who shape how they see things.

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

Celebrities like Taylor Swift fit into this model perfectly. For example, when she speaks out about a political issue or social cause, her fans perhaps take notice. Her words often shape how her followers think about certain topics, so she acts as an opinion leader who interprets media and ideas for others. Her influence is a great example of how people might not directly take their opinions from news or media but rather from trusted public figures.

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

I think this model is definitely still relevant, especially with the rise of social media influencers. People tend to follow what their favorite influencers, YouTubers, or celebrities say, which indirectly shapes their views. This model shows how audiences today often trust someone they admire more than just the media itself, so I’d say it still holds true.

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 who enjoys coming-of-age films or culture-clash comedies.

Personal Relationships: EastEnders. A show like EastEnders is great for personal relationships because viewers can connect with characters over time and create a comforting bond, allowing them to continue watching.

Personal Identity: 

Surveillance:BBC News App. For surveillance, the BBC News App keeps people informed about what’s going on in the world. People rely on it to keep up with current events, which helps them feel aware and up-to-date with important information

 

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 do think audiences are more dependent on media now than ever. People rely on social media to keep in touch with friends, on streaming services for entertainment, and on news apps for daily updates.

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?

Technology has really increased our dependency. With phones, it’s just so easy to access media anywhere, anytime. Fifteen years ago, people weren’t glued to their screens like we are now. This reliance isn’t exactly new, but it’s a lot more now because of how much we depend on instant access to everything

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

For me, media definitely has an impact on my emotions. Too much social media can sometimes make me feel  distracted, while watching a good film or series can really relax me. My average screen time is 4 hours and sometimes it can affect my mood: making me somewhat overwhelmed.