Audience theory 1

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 media influenced them to act a certain way. 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? 




This shows that games and the media that we consume affect our behaviour and the way we interpret certain situations. This cover shows that the media has had a negative impact on him. 

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

I believe that the media does impact our everyday life and that it may not always be in a positive way however it does play an important part of our lives. I think there are a lot of fake news out there but people do believe it and people love to follow the trends so if someone they know believes it so will they. 

Two-step flow model: 

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

the flow of information and influence from the mass media to their audiences involves two steps: from the media to certain individuals (i.e., the opinion leaders) and from them to the public.

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

She is an opinion leader because she is famous people tend to listen to her as they believe she knows what she's talking about regardless of if she's right or wrong. 

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

I believe that the two-step flow model is still relevant today as people tend to listen to people who are trying to be an influence. An example of this today would be Andrew Tate as although many people disagree with his theory they still tend to listen to what he says. 

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 audiences have become dependent on the media however it's not always reliable for example the weather app. 

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?

Everyone is now dependant on their technology to the point where they do everything on their phones and rarely do it on paper like everyone used to. 

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?

Most likely negative as it prevents me from doing my work however it also has a positive impact as it keeps me entertained and watching things on YouTube, Netflix or even tiktok is fun. 






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