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? 

 

The hypodermic needle model suggests that media messages directly influence audiences. The article supports this by showing that players of violent games, like Call of Duty, may adopt aggressive behaviours or view the world as hostile, implying that media can “inject” such attitudes into viewers. 
 
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 front page links to the hypodermic needle model as it highlights the suspect's single-mother background, which can lead people to stereotype single-parent families negatively. This approach injects a simplified view that could foster biased attitudes." 

 

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

 

To some extent. While audiences today are more critical, the media still influences opinions, especially when people seek information that aligns with their beliefs. 
 

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

The two-step flow model suggests that people aren’t directly influenced by the media as much as they’re influenced by “opinion leaders”; people they trust who help interpret the media’s messages. So rather than absorbing everything from media firsthand, people often get their ideas from friends, family, or even social media influencers who shape how they see things.

2) How do celebrities like Taylor Swift fit into the two-step flow model? 

Celebrities like Taylor Swift fit into this model perfectly. For example, when she speaks out about a political issue or social cause, her fans perhaps take notice. Her words often shape how her followers think about certain topics, so she acts as an opinion leader who interprets media and ideas for others. Her influence is a great example of how people might not directly take their opinions from news or media but rather from trusted public figures.

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

 

Yes, as people continue to base their opinions on role models and influencers, who act as modern opinion leaders. 

 

 

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 - Friends (tv show) provides entertainment and relaxation, offering an escape from daily life with its humorous and light-hearted content. 

Personal Relationships: Instagram allows users to stay connected with friends and family, share personal moments, and engage in social interactions, enhancing relationships. 

Personal Identity:  Reading Vogue can affirm a reader’s identity as fashion-conscious, aligning with their values and interests. 

Surveillance: The Weather app provides real-time information, helping users make practical decisions about daily activities. 

 

 

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? 

 

Yes, people use the media to learn and stay informed, though misinformation risks can lead to distorted views.

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 social media has made people more reliant on these platforms for information, particularly on political issues.

However, unchecked misinformation can mislead audiences. 

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? What is your average screen time and how does this impact on your mood? 

 

My media use impacts my emotions, with uplifting content improving my mood and sad content doing the opposite.

I average 5-8 hours of screen time, which generally doesn’t affect me.