Audience theory

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 explains that the media is able to heavily influence the consumers of content that can have long-term effects on the viewers or cause a change the view of certain people.This article supports this as it talks about how violent behaviour is caused by showing young children video games that are not appropriate for their age and will cause them to do violent things.

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 cover line of the article describes a 15 year-year-old boy as a 'violent video game addict who rarely leaves his room'. This shows how video games has fully taken over his life an does not let no one in on his life.

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 was developed in the 1940s because the hypodermic needle theory was considered too simplistic, assuming the audience consumed media without thinking.

The two-step flow model instead suggests the audience are influenced by ‘opinion leaders’ in the media who mediate how the audience react to media texts. The theory suggests the media is not all-powerful and that social factors are important. I dont think that this is relevant today as more and more people/younger people have their own opinion.

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

He gives his opinion on the game and tells his audience if he thinks that the game is good and so when he says he does not enjoy or if he does then people will also follow his lead as he gives the advise not to buy it which shows how people will follow what he says which is relent to the two step model.  

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 how across so many different forms of media platforms there are multiple opinion leaders with opposing or agreeing to views that affect viewers. To focus on Twitter which is the main source of peoples opinions being shown to the public, tweeters with a large follow base have a lot of power to influence viewers perspectives. With people seeing celebrities as icons/role models people are really likely to influenced by seeing their content showing their power in the two-step flow model.

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

He inspires people to look for their talent which because of the good advice to the people it leads them to follow him in his footsteps to get better. 

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: 

Personal Relationships: 

Personal Identity: 

Surveillance: 

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 are becoming more dependent on the media as nowadays contacting people, checking news, shopping, or even work are all done due to the meida. Because it is so convenient it is easy to rely on.

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?

It has become a problem in terms of becoming addictive to young people, otherwise referred to as 'life consuming' as it is basically impossible to escape from. Also it can be a problem in such a way that actual people aren't needed anymore, for example new technology means that less people are needed to serve customers as there are self checkouts, and less restaurants are needed as there are easier ways to order food these days.

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?

It impacts me because if i hear bad news on the news then i will feel sorry for people and overrule give me a negative mindset and outlook on the world as media only really report on bad news.