Audience Theory

Audience Theory - Hypodermic needle model

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

2) How does coverage of the Talk Talk hacking case link to the hypodermic needle model? Why might someone criticise this front page? 

1) This article links to the hypodermic needle model as it suggests that the audience of people that play video games for 20 minutes everyday for three consecutive days increases the audience's short-term aggression which leads to longer-term aggression. This links to the hypodermic needle model as it addresses the audience as a whole and suggests that this can have a dangerous effect instead of looking at particular groups of people and basing it on the mentality of the person. 

2) The coverage of the Talk Talk hacking case links to the hypodermic model as this information broadcasted is negative and proves the point that video games can lead to violent behaviour. This also relates to the model as this is information is given to the audience which makes them have a bad view on the boy that hacked Talk Talk. Someone may criticise this front page as the young boys identity is not covered properly and the title "son of a single mother" is degrading single mothers and is inferring that single mothers raise bad children.  

Two-step flow model

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

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

3) How this this Telegraph article on influential tweeters fit the two-step flow model?

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

1) The two-step model involves a person in a high position in the media that has a view and perspective and influences other people through the use of media. This is more of a social aspect rather than the media as a whole. 

2) This YouTube blogger fits into the two-step flow model as he is influencing people's thoughts on the game which gives them a bias view and will influence their decision if they are going to buy the game. 

3) This Telegraph article on influential tweeters fits into the two-step model as people like One Direction have a wide fan base and have a lot of followers and therefore they influence people's decisions and thoughts. People follow them as they have more status. 

4) Jamal Edwards links to the two-step flow model as his YouTube channel has a lot of subscribers and therefore could influence what music people listen to or what they prefer to view on YouTube. 

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.

1) Diversion: escape from everyday problems and routine - entertainment.

       

This is an animated Tv show and is mostly used as a diversion for young adults. This could be used for pleasure and humour as this is a distraction from things like school, work or normal daily things like house work as this stimulates the mind and puts the audience in a place where they can enjoy some humour. This fits the category as people often watch this Tv show as it is comical and depicts a typical American family in some ways. This is also an animation, which is not real, and therefore people will can get lost in the fantasy and forget their problems. 

Personal Relationships: using the media for emotional and other interaction (e.g. developing affection for characters in TV)

This is television show that explores the lives of a group of suburban college kids. People may watch this as it is dramatic and resembles something that could happen in real life. Some people may develop affection for the characters through their experiences in the television show. For example, if someone dies in Hollyoaks, people that like the character will feel remorse over their death. This fits the category as people often engage in this programme as they relate/ sympathise with one of the characters and what they are going through. 

Personal Identity: finding ourselves reflected in texts or learning behaviour and values from the media. Reality TV or documentary (Educating Yorkshire) are good examples.

This is a documentary on gangs in the United Kingdom. This fits this category as people in gangs can relate to this television show and learn from the people in this and their experiences. Also, people that are not in gangs can learn from this and be informed / understand what is going on in gang life and this may deter them from being in a gang or teach people how to spot a gang member.

Surveillance: Information useful for living (e.g. Weather, traffic news, holiday bargains etc.)

This is used to see what the weather would be like in the oncoming days/ weeks. People to view the weather to be able to see what the weather would be like to prepare for it or base their plans around what the weather would be. This fits the category as this is useful information that helps people to know what the day's weather holds for them and to give an indication on what to expect which is therefore helpful for living.