MIGRAIN: Audience theory 1

 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?
It uses old theories such as "video games cause violence" and they compare gaming as the "smoking one cigarette won't cause lung cancer..." analogy, they also made university students perform this experiment which isn't a very good choice as they may be stressed from all their work and playing video games relieves stress so taking away something that would relieve them would maybe allow them to be even more stressed, this follows the hypodermic needle model as they use people who have growing minds or people with lots of stress to perform this task so that the results may seem more accurate to their side.

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 front page follows the hypodermic needle model once again as the constant association with violent video games is once again mentioned, they describe this child as being an addict which is commonly used as an excuse to reinforce their violent video game claims, however this article fails to see that hacking is extremely hard and takes a lot of skill, let alone that he had hacked an entire company, once again the video games and violence allows the hypodermic needle to take place from the words of violent being associated with video games.

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

I think that there are different people who view media, there are some that follow the hypodermic needle and there are people that are more open minded or follow the two-step flow model which allows them to get sources from more trusted places such as professionals.

Two-step flow model

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

These are people who think that the hypodermic needle was too simplistic as they thought people just consumed media without thinking.

opinion leaders in the media are people who mediate how the audience react to media texts, the theory also suggests that media is not all controlling and must include social values as well.

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

She is an inspiration/idol to a lot of people she also includes social values including the time she went to the woman's march to support it.

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

I think that it is somewhat relevant as now days people will usually question the media instead of just taking it in, however there is the small few who do just intake media without any thought.

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: Film - Titanic, an love movie that was based off a real event, throughout the movie we see the two main protagonists slowly gain affection for each other.

Personal Identity: Documentary - Money, Happiness and eternal life, a documentary on the desires of most people and how others see these desires.

Surveillance: News - BBC news, a news station where you can get the latest events of the world, available on many different devices/forms such as radios and newspaper.

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 don't really think people have become "dependent on the media", however it is widely used and quite convenient as it contains everything needed, I think that people just use it for the convenience and not that they depend on it.

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 been used widely and the use increases by the minute, in the last 15 years people were sceptical of it and now today it is being used by almost everyone, people depend on the media for convenience and information.

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?

I think media has a mixed impact on myself as I use it a lot and do not really have any negative impacts on my life, however it may sometimes bother a few thoughts but they do not affect them durasticallly.