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?

The hypodermic needle model suggests that media injects information into an audience like a hypodermic needle into the brain and therefore can have a dangerous effect on us- this particular article can be seen to "inject" the image that video games make children violent and this can give parents the image that all video games are bad and will make your children violent 

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 links to the hypodermic needle model because the use of  the phrase "is a violent video game addict" in the subtitle stereotypes all children who play video games to be violent and will end up doing something as drastic as this child- it "injects" the idea that children who play video games and don't leave their rooms very often will end up doing something as dramatic as this child 

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

I think that the hypodermic needle theory is real and relevant even nowadays because people tend to believe what they read online because it is considered the most reliable source of information so they tend to blindly believe the news without questioning- especially because this is a newspaper article, people may believe this more

Two-step flow model

1) Summarise the two-step flow model. In your opinion, is the two-step flow theory still relevant today?

The two-step model is the theory that suggests that we are mainly influenced by people called 'opinion leaders' and I think this gets more and more relevant as time goes on because the dependency on social media is increasing which means that people are following social media influencers more and adopting their opinions because they believe that those opinions are facts those influencers determine how their media consumers react to other media products 

2) How does this YouTube blogger fit into the two-step flow model?

This YouTube blogger fits into the two-step model because he has a large following which means a lot of people look up to him and when he voices his opinions, a lot of people adopt the same opinion. Especially with this YouTube blogger, he is a man who wears make-up which many people think is wrong for men to do but because he is doing it he is allowing his followers to know it is okay to do so and therefore encouraging his male viewers to wear make-up of they want to. This is a demonstration of the two-flow model being used in a positive way to allow acceptance towards things that people may generally not accept 

3) Read this BBC profile of Jamal Edwards. How does Jamal Edwards link to the two-step flow model?

I think Jamal Edwards links to the two-step flow model because he could be considered to be an 'opinion leader' that the two-step flow model places emphasis on. This is because as his following grew, more people started looking up to him so when he shared his opinions or advice, more poeple started to believe it and he was spreading motivation through his fan-base 

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. 

Diversion: Parks and Recreation --> an entertaining show that is very light-hearted and provides an escape from everyday problems due to its comedic nature 

Relationships: Brooklyn 99 --> a funny show about a group of detectives where the light-hearted nature of the show allows the audience to develop attachments to the characters 

Personal Identity: Bad Education --> a British comedy programme about a school in Britain and the trouble that the teacher and students get into which may be relatable to some viewers 

Surveillance: Our Planet --> a documentary by David Attenborough that provides us with information about the planet that might be hard to obtain otherwise 

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 wholeheartedly believe that audiences have become much more dependant on the media- especially recently with the spread of Covid-19 that caused lock-downs and resulted in everything becoming virtual which definitely increased the reliance on social media 

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 development of new technology has undeniably increased the dependency on media and this is because 15 years ago, technology was limited so there was also limited media but now that technology has been developing over the last 15 years, media has also developed. This means that we have gone from black and white silent films to very high budget movies like the Marvel movies that have a very large fan-base with high expectations that an older generation would not have 

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? Why?

I think that the media has a relatively positive impact on my emotions because I have been able to find movies and shows that I really enjoy which has led me to find friends who enjoy the same things. However, I don't think that I get invested in media to the point where it starts to have an impact on my health and well-being