audience theory 1

AUDIENCE THEORY 1:

 1) Read this Mail Online article about the effects of videogames. How does this article link to the hypodermic needle model?

the article suggests that playing violent video games leads directly to real-life aggression in all players, without acknowledging individual differences, psychological factors, or the role of social context, it would align with the hypodermic needle model. This perspective implies that media messages (in this case, the content of video games) have a uniform and powerful impact on audiences, shaping their behaviour in predictable ways.

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? 

The coverage of the Talk Talk hacking case could align with the hypodermic needle model if it presents the incident as an immediate and widespread threat to cybersecurity, potentially causing panic among the audience. Critics might argue that this kind of sensationalist coverage oversimplifies the issue, neglects important context, and fails to provide practical advice for readers on how to protect themselves effectively.

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

I believe a lot of media would believe a lot of fake articles they see online due to them not having enough information or too much publicity on the case.

Two-step flow model

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

The two-step flow model proposes that media messages primarily influence opinion leaders, who then widespread those messages to the broader audience. Opinion leaders are individuals who are influential within their social circles (like Instagram or snapchat) and have a significant impact on shaping the opinions and behaviours of others. They are seen as influencers between the media and the general public, filtering and interpreting media content before passing it on to others. This model suggests that opinion leaders play a crucial role in shaping public opinion by acting as gatekeepers and amplifiers of media messages within their social networks.

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

In the two-step flow model, influencers like Zendaya consume media content and then share her opinions, and recommendations with her followers on social media platforms. she has built significant trust and credibility with her audience, who often look to her for guidance and inspiration. As a result, the opinions and thoughts of influencers can greatly influence the attitudes and behaviours of their followers, creating a two-step flow of communication where media messages are filtered and amplified through these influential intermediaries before reaching the broader audience.

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

Yes, I believe it is still relevant as a lot of influencers like to claim body positivity as a way to stay out of shape and cut down on their life expectancy, therefore showing others it is acceptable and normal.

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 - Hunger games. Shows personal relations through the way Katniss gets sponsors and and support from the people in all the districts. 

Personal Identity: Film - Divergent. Talks about how Triss doesn't know what group she should be part of as her whole family has gone with Abnegation whereas she had gone with Dauntless.

Surveillance: Film - Maze runner. The boys had been kept in a maze with surveillance to help them survive with supplies they would send one a month along with a new person to help build their colony and escape one day.

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 with the fact that audiences have become dependant on media as all they do it look up new on their phones or laptops even if it is fake and spread it to family and friends. An example could be when the Madeline McCann case was big a lot of people would try and broadcast the fact she had been found when in fact no evidence had even been found.

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 digital technology in the last 15 years has increased people's dependency on media by providing easier access to a wide range of content through smartphones, tablets, and the internet. Social media platforms have become central for news and entertainment, contributing to echo chambers and filter bubbles. While changes in media dependency aren't new, digital technology has accelerated and changed these trends.

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 don't really use media as I don't have Instagram, TikTok, Facebook or anything like that so I cannot really judge the impact it has on my emotions.