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 Hypodermic needle model suggests that the media injects information into the audience and therefore can have a dangerous effect on us. This article links to the theory because it shows how playing a violent video game for an hour over a three day period can increase aggressive behaviour towards others.

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

The cover-line states that this 15 year old boy is a 'violent video game addict who rarely leaves his room,' the way they have portrayed him links to the idea that different media can influence the way audiences behave and some of these influences can have a bad effect on the audiences that can be long lasting. Some people may criticise this front page because the article is suggesting that media is the only cause of his violent and aggressive behaviour and no other reasons seem to be mentioned.

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 we are mainly influenced by people and not the media itself. These people are called 'Opinion Leaders,' who influence the way the audience reacts to the media, text and events. This theory suggests that the media is not all powerful and that social factors are important too. I think this theory is still relevant but media consumers are more aware of how the media wants them to view things and react. 

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

This YouTube blogger is a game critic with over 2 million subscribers and can be seen as an 'Opinion Leader' because he can influence people since he has such a large following. This blogger can influence people to go buy a certain game or stop playing some games and this links to the theory because it's the people who influence others.

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?

This article shows that there are multiple opinion leaders and the top 20 are presented. Twitter can be seen as a platform where there are many opinion leaders who have a huge fan following such as Simon Cowell or Victoria Beckham. These famous people do have the power to influence their followers because the 'likes and retweets' show that their fans are very interested in their lives. 

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

Jamal Edwards is seen as an opinion leader because of his large following he can be seen to influence people to listen to a certain genre of music. Jamal Edwards started making YouTube videos which became more popular and his following increased. One thing that people may love about him is that he is quite grounded because he is not money motivated and still considers him as the same person before the fame.

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: The Simpsons is a good example of diversion because people can come home and watch an episode to relax and enjoy a bit of time off from work in order to escape from reality.

Personal Relationships: Eastenders is a good example because the audience can relate to the characters and certain dilemmas that occur within the show.

Personal Identity: Keeping up with the Kardashians is an example of this because we see ourselves reflected in the text. We also learn behaviours from them such as girls doing their make up and hairstyles the same as them.

Surveillance: Sky News is an example because this is where people are being informed about what is happening around them in their local area and that the weather segment is where the people can prepare themselves for the coming 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 agree that audiences have become dependent on the media because of the increase in technology usage. For example, the amount of people especially teens and youth that use social media has risen massively over the years because it has become easier to gain information from it. Everything can be done instantly from a few touches on the phone or  laptop.

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 fact that digital technology has increased is quite positive in some aspects because it has reduced the use of futile paper copies of news when you could find the information instantly 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?

I think there are positive and negative impacts because I have become dependent on it as it is the main way to communicate with people as I would receive replies back instantly instead of writing letters to each other which would take days. However, the media can present certain stories that would stress me out because I don't know if it is true or not and if it is a reliable source for information.