MIGRAIN: Audience theory 1

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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?

 "Prof Bushman said: 'People who have a steady diet of playing these violent games may come to see the world as a hostile and violent place" This reminds me of the "mean world syndrome" which links with the hypodermic needle theory, which shows how the media affects our brain and thinking of the world

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? 

Some may say there was no reason to include "son of a single mother" and "violent video game addict" since it paints a negative view of these two demographics (single parents and gamers) . It links to the hypodermic needle since because of this people's views on single mothers and video gamers may change for the worse, being affected by this source of media


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

I think the hypodermic needle theory fails to take into account that audiences can be intelligent and do not in fact believe everything that is said in the media


Two-step flow model

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

people who are active media users and who collect, interpret, and diffuse the meaning of media messages to less-active media consumers.

An opinion leader is someone who has more media coverage, and influence than others hence controls and influences their audience into sharing specific opinions, and someone who interprets the meaning of different types of media to lower end mainstream media users.

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

Since she has a large following, she could influence others into changing their opinions

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

Yes, to an extend it is still relevant today since many opinion leaders exist on social media and continue to influence peoples views, actions and choices

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: Reality TV e.g big brother
Personal Identity: General social media e.g instagram. People see themselves in the content and continue to pursue them.
Surveillance: News programme: People use this for information and surveillance


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, I think that audiences have become dependent on the media. One example is that people mostly get their news entirely from social media, and their opinions on said news from the media also.

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?

Growth of social media news in comparison to traditional news outlets have revolutionaries the dependency on the media proving new problems linking to radicalisation and fear mongering.

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