Audience theory 1

 Hypodermic needle model

1)  How does this article link to the hypodermic needle model? 

This article links to the hypodermic needle model because it is suggesting that playing "violent" video games can increase/encourage aggressive behaviour. This links because the media is injecting information into the audience like a hypodermic needle which can therefore have a dangerous effect on us.

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 links because the media is injecting exaggerated pieces of information into the audience all at once which can create a negative effect. Some may criticise this front page as there are two completely contrasting pieces of information on the same page ( 1 could be seen as serious and the other not so much) and people can assume that the media is using this celebrity's dramatic life as a way for people to read this newspaper.

3) What do you think of the hypodermic needle theory?

 Do audiences believe everything they see in the media? I think that this theory can be somewhat true however, it is assuming that audiences don't have their own opinions and interpretations on certain subjects. I don't think that audiences believe everything they see in the media.

Two-step flow model

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

The two-step flow model suggests that the audience are influenced by 'opinion leaders' in the media who mediate how the audience react to media texts. The theory suggests the media is not all-powerful and that social factors are important.This theory was created because the hypodermic needle model was considered too simplistic.

An opinion leader is an active media user who interprets the meaning of media messages or content for lower-end media users.They influence the decision-making process of the audience.

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

Celebrities like Taylor Swift fit into the two-step flow model because when they voice an opinion on a particular subject, the audiences are influenced by their opinion and make decisions based off of what the celebrity's opinion is. These celebrities are opinion leaders.

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

Yes, because there are still many famous/powerful people that influence some audiences decisions and opinions.

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: 'The Penthouse'. Audience could watch because there is a favourite actor/actress acting in the series.

Personal Identity: Educating Yorkshire. Audience could find themselves reflected in this and it would be relatable.

Surveillance: Weather. It's useful for a living.

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, because the media gives out information that may be necessary for every day life. 

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 growth of new and digital technology has caused people to become much more reliant on the media.

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? Media consumption could have both a negative and positive effect on emotions.