Audience Theory 1

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 relates to the theory as it directly tells people about a recent study that was conducted at a University which is supposedly a good source. The study claims that play games for 20 minutes a day for three days straight not only affects short term aggression but also long term. This is directly telling people that playing video games for even short amounts of time can lead to a change in behaviour and lead to more violent acts.

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 pushed across the agenda that for one it's hard to hack Talk Talk as it's personified as a "Phone Giant" suggesting that they presumably have high-tech security protecting their firm. This is then linked to Violent Video games suggesting that the violence in a video game can cause younger teens to perform acts such as this. This links to the Hypodermic needle model as upon seeing this people who are unfamiliar with the gaming industry and the actual effects games have on people, they'll believe that violent video games can cause more than violence and aggression. 

Two-step flow model

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

An individual (Opinion leader) acquires information from the media. They then give their own opinion/interpretation of that information and pass it down to whoever follows them. Opinion leaders tend to be quite influential and have a tendency of changing behaviour of others as well as attitudes and opinions.

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

His opinion on a particular video will be passed onto his followers, therefore if he claims that a game is horrible although it's great, his followers will most probably listen to him instead and quite simply not play the game. He would be defined as an "Opinion leader"

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?

It genuinly depends on what these accounts tweet about, for example Little Mix would most likely tweet about their music and related things. Whereas Russel Brand will tweet out comedy AS WELL as political things about mainly Britain. Therefore someone such as Russel Brand will have a following that is into comedy and politics whereas Little Mix will most likely have a younger demographic more focused on music.

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

His large following on media's means he can post what HE thinks if "Good music" as he's the one who runs it all. His primary following is from youth's who are easily manipulated. Therefore if he wanted to ruin someone's career it wouldn't take more than a few tweets from him to do so.

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: Something such as netflix. This will appeal to most ages, but mostly used by teens from 14 to adults up to 45.

Personal Relationships: Health programs as people with health issues may look there for confidence and gain a relationship with someone who has similar problems to them.

Personal Identity: A soap such as Eastenders as it'll appeal to a working class demographic or mostly 27-40 year old women, as it takes daily struggles head on.

Surveillance: Something like BBC Weather which would be used by all demographics for things such as weather.

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 believe it's a two sided argument as there are people as the younger generations still growing up now will become way more reliant on social medias than the existing generations. This is due to how addicting and unlimited social medias are, as well and the constant accessibility, whereas older generations won't have that dependency as they're able to do things the "Old fashioned way"

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?

Yes, because since social media is available on every platform and with the increasing amount of mobile data being offered by phone operators people have more and more time to spend online.

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?

Social media generally makes me happy as there's a lot of entertainment there and tons of comedy to watch, as well as stress relief tips etc.