Audience Theories (Mr.B)

Hypodermic needle theory

This article from the Daily Mail can be linked to the hypodermic needle theory as the

The article explains allows the audience to be informed on how a violet video game for just 20 minutes a day can make one more aggressive than usual. University students had played Call of Duty for over three days and were tested, to record their behaviour and reactions to the outside world. The results of the Ohio University found that those who played the game were more likely to assume the world was ''hostile''.

This article therefore links to the hypodermic needle theory because it shows the negative affect of video games and proves it has affects on the players. This article manipulates the readers, in order for them to feel negative about the game.

Two-step flow model

The article on young YouTube star Jamal Edwards shows that Jamal Edwards can be linked to the two-step flow model, as he can be the ''other'' who influences the opinion of others, this is because he is a young 23-year old successful film-maker from a low-earning background so is an inspiration for many young people, especially those from suburban and deprived areas, as he himself described to be from a ''council estate'' in ''West London''. Him saying this proves to many (according to the two-step flow model) that all it really takes to make it big is devotion, regardless of where your from. Therefore his say will be extremely influential to many.

As the two-step flow model describes that ''the audience are influenced by the opinions of others'' such as leaders, or celebrities i.e. Jamal. They will be motivated after reading the article, as it includes quotes from Jamal for example ''"Try anything, don't be scared of failure, that is my advice".

                                                         Uses and Gratifications theory

Diversion: escape from daily routines or daily problems. Many people choose to read magazines such as the Heat in order to get away from their problems, and pre into other peoples lives, such as celebrities.

Personal relationship: substituting the media for companionship.Social media allows people to seek personal relationships using the media, as they are able to interact with one another.




Personal identity: seeking media to reinforce an individual’s values.Soaps and TV Dramas allow people to relate to the characters within the show allowing themselves to be reflected in these shows, as they can learn from their experiences.

Surveillance: seeking information to help an individual accomplish something.
BBC Weather is informative and allows people that seek surveillance gain useful information, it is good as it can be gained in various ways, from the TV to mobile applications, as shown in the picture below

Dependency theory 

• What do YOU primarily use the media for: entertainment or information? (Or something else?)

I use the media for entertainment and information, as well as social. This is because I watch TV, which is a form of entertainment also from TV I can receive information. In addition I use media for information for school work, i.e. browsing the internet for information. Finally social media is used by me the most, as communicating is mostly done using mobile phones, in which I have apps such as Facebook, and Whatsapp, in order to stay in contact with others.

• To what extent do you feel we are dependent on the media?

In my opinion society are extremely dependent on the media, as majority of us would find it difficult to be a day without internet or their mobiles as the dependency on the media has increased so much, it is not a necessity

• Has our dependence on the media changed over the last 10 years?

Our dependence on the media has definitely changed over the last 10 years because the accessibility of media has increased by a lot, due to WiFi and mobile phones, making it extremely difficult to resist media intake, therefore increasing our dependency over the last 10 years.