Audience theory: 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?

The article discusses how "Playing violent video games for just 20 minutes a day can encourage aggressive behaviour." The article implies that young people are injected with violent thoughts and perspectives on the world by playing violent video games, without any personal autonomy to reject these violence views and form their own opinions. This closely links to the hypodermic needle model theory with the insulting way it implies audiences are injected with views from the media.

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 links to the hypodermic needle model as the front page connotes that the hacker's violent video games and antisocial nature made him become a hacker.This article would get criticised as it implies playing violent video games make children become antisocial. It also implies that the the kid being fatherless led to him becoming a criminal, which is insulting to single mothers.

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 flow model is a theory that suggests it is people in the media that influence an audience and less the media itself. There are 'opinion leaders' in society today, especially with social media such as instagram and youtube where we form connections with people behind the screen.

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

This youtube blogger is a make-up reviewer. His own opinion on the products he reviews influences his audience as they decide if they are to buy the products based on his reviews.

3) How this this Telegraph feature on Britain's most popular tweeters fit the two-step flow model? Do you think these accounts genuinely have an influence over their audience?

The twitter accounts express their own opinions on issues all while promoting their brands and character. Popular celebrities will undeniably have influence on an audience due to their status as celebrities.

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

Due to being a young creator and starting by making videos on youtube, his story will have an influence on young audiences and make them aspire to be as successful as he is.

 

Uses and Gratifications theory

1) For each of the four categories, write about one media text 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:

X Factor. It's a TV series used as escape from your usual life.

Personal Relationships:

Pokemon games. You get easily attached to your favourite pokemon and characters.

Personal Identity:

Skins. A TV series focusing on the lives of 6th formers in which people from 6th form can project themselves onto.

Surveillance:

Weather channels. They're used to provide the audience with a weather report, which is information useful for living.

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 dependant on the media. Aspects of life that have become essential in society, such as knowing current news events or what the weather is going to be like, have all become very easy access through the internet and TV.

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?

Due to the smart phone being invented in recent years, there is a constant access to social media, games and communication that people have undoubtedly become dependant on. When the latest news story and notification is so easily accessible, there is the issue of society becoming completely reliant on the media.

Social media also allows for audiences to give their own inputs on certain issues. Websites such as youtube has provided people with platforms to influence society; people can rise up from nowhere and become hugely impactful. Due to the new emphasis on social media, people have become obsessed with not missing out.

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?

Media consumption has both negative and positive impacts on my emotions and wellbeing. Video games are an example of media that provides me with entertainment. Social media such as twitter can be an enjoyable way to interact with friends and funny posts online, yet can also be very draining with the constant conflict and bad news that circulates on the website. I recently discovered an anime that I became obsessed with, which has probably had a negative impact on my wellbeing with how addicted I became to it. Media is also used as an escape to de-stress, yet also can be stressful in itself.