MIGRAIN: 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 is suggesting that playing violent video games injects the player with violence and aggression. This violence can eventually have a dangerous impact on the player, causing them to become more hostile.
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?
Once again the front page is suggesting that the 15 year old committed a hacking crime due to the fact that he plays 'video games' and 'never leaves his bedroom'. The reader can infer that he constantly plays video games which has exposed him to much violence.
Someone might criticise the front page due to the fact that the publisher has mentioned he is a 'son of a single mother'. Many may say this information is irrelevant and accuse the writer for blaming the son's mother on his behaviour.
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?
All the people who are part of the top 20 most followed twitter accounts can be considered 'opinion leaders'. I believe that they have an influence on their audience to some extent. This is because the people that follow them are dedicated fans that care about what they have to say. However, they are still free to choose whether or not they follow what these celebrities say.
Wipeout is a TV game show and is an example of diversion. The sole purpose of the game show is to entertain. It is very light hearted, funny and family friendly- making it an excellent way to escape from everyday problems and routine.
Personal Relationships:
The use and gratification personal relationships can be applied to all TV shows where the audience can develop an affection to a character. One example is the TV show Pretty Little liars. This is a show that lasted 7 seasons, meaning that it has a very loyal and dedicated fan base. The audience have witnessed everything the girls have been through and their struggle to live freely. Therefore they have developed an emotional attachment to them and want them to be happy.
Surveillance:
The BBC news is an example of surveillance. They inform their audience about current affairs and the weather daily.
Dependency theory
1) Read this Mail Online article about the effects of videogames. How does this article link to the hypodermic needle model?
The article is suggesting that playing violent video games injects the player with violence and aggression. This violence can eventually have a dangerous impact on the player, causing them to become more hostile.
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?
Someone might criticise the front page due to the fact that the publisher has mentioned he is a 'son of a single mother'. Many may say this information is irrelevant and accuse the writer for blaming the son's mother on his behaviour.
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 suggests that audiences are influenced by 'opinion leaders'. The theory suggests that the media is not all-powerful and that social factors are important.
I think that the theory is not that relevant today. The media is extremely powerful in shaping people's opinions and judgements about a particular topic (for example- many people believe that Muslims are dangerous because of how the media portrays them and how its always linking them to terrorism.)
The two-step flow model suggests that audiences are influenced by 'opinion leaders'. The theory suggests that the media is not all-powerful and that social factors are important.
I think that the theory is not that relevant today. The media is extremely powerful in shaping people's opinions and judgements about a particular topic (for example- many people believe that Muslims are dangerous because of how the media portrays them and how its always linking them to terrorism.)
2) How does this YouTube blogger fit into the two-step flow model?
TotalBiscuit, The Cynical Brit is a YouTube PC gaming critic. He makes videos discussing different video games and his opinions on them. He can be related to the two-step flow model due to the fact that many people watch him. People trust his judgement and this can have an effect on whether or not they play a game he has reviewed.
4) Read this BBC profile of Jamal Edwards. How does Jamal Edwards link to the two-step flow model?
Jamal Edwards can be considered an 'opinion leader'. This is because he has become very successful, meaning that his words can influence many people.
All the people who are part of the top 20 most followed twitter accounts can be considered 'opinion leaders'. I believe that they have an influence on their audience to some extent. This is because the people that follow them are dedicated fans that care about what they have to say. However, they are still free to choose whether or not they follow what these celebrities say.
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:
Wipeout is a TV game show and is an example of diversion. The sole purpose of the game show is to entertain. It is very light hearted, funny and family friendly- making it an excellent way to escape from everyday problems and routine.
Personal Relationships:
Personal Identity:
The X factor is an example where audiences can develop personal relationships. This is because the audience may see something in a contestant that reminds him/her of themselves and, consequently, they want them to win.
Surveillance:
The BBC news is an example of surveillance. They inform their audience about current affairs and the weather daily.
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 to a large extent that audiences have become dependent on the media. This is because people are either constantly on their phones or constantly watching something on TV. Even most workplaces require their employees to use a computer. Due to this, people have become largely exposed to the media, meaning they will always turn to it when they need something because that is the only option they know.
However there are some exceptions, especially older people, who can control their media intake.
I agree to a large extent that audiences have become dependent on the media. This is because people are either constantly on their phones or constantly watching something on TV. Even most workplaces require their employees to use a computer. Due to this, people have become largely exposed to the media, meaning they will always turn to it when they need something because that is the only option they know.
However there are some exceptions, especially older people, who can control their media intake.
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?
New and digital technology has expanded and grown massively in the last 15 years. Anyone can now have a single, small device that allows them to access anything and everything they want. I believe that this is the cause for audience's growing dependency on the media and it has become a growing problem.
New and digital technology has expanded and grown massively in the last 15 years. Anyone can now have a single, small device that allows them to access anything and everything they want. I believe that this is the cause for audience's growing dependency on the media and it has become a growing problem.
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?
Personally, I do spend a lot of my time on my phone or laptop but I can control my use when I have school work to be doing. Overall the media has a positive impact on my emotions. However, I think that it has a negative impact on my health and wellbeing as I should be spending that time doing other things such as exercise.
Personally, I do spend a lot of my time on my phone or laptop but I can control my use when I have school work to be doing. Overall the media has a positive impact on my emotions. However, I think that it has a negative impact on my health and wellbeing as I should be spending that time doing other things such as exercise.
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