MIGRAIN: Audience theory 1

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 Hypodermic needle model


1) Read this Mail Online article about the effects of videogames. How does this article link to the hypodermic needle model?

It shows that children have an active response and react with what they consume


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? 

It suggests that kids are more prone to be violent when exposed to playing gruesome, violent videogames



3) What do you think of the hypodermic needle theory? Do audiences believe everything they see in the media?
I partly agree with the theory as young children copy what they see. So kids would most likely consume violent media and dangerously react and copy what they see


Two-step flow model

1) Summarise the two-step flow model. What is an opinion leader?

Audiences are influenced by opinion leaders. Like how audiences and consumers are easily influenced by celebrities and this can be due to their parasocial relationships. 

2) How do influencers like Zendaya fit into the two-step flow model? 

Consumers put in so much emotional energy, interest and time with their parasocial relationships. In this case, Zendaya's opinions and beliefs can easily sway her fans and those that consume her content

3) In your opinion, is the two-step flow theory still relevant today?

Yes, it cam be easily argued that it is even more relevant and prominent today as influencers  are more power as their content is more accessible 


Uses and Gratifications theory

1) For each of the four categories, write about one media text (e.g. film, TV programme, newspaper etc.) 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. The first one is done for you.

Diversion: Film - Blinded By The Light. Entertaining and offering escapism for fans of Bruce 
Springsteen or anyone that enjoys coming of age films or culture-clash comedies.

Personal Relationships: Love island - audiences may be rooting for a specific person to win and may have a certain bias towards that person

Personal Identity: Educating Yorkshire - real life events of students so other students may emphasise with certain people's experiences in school

Surveillance: The time- for politics and events happening world wide


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?

Yes, because it more easily accessible for audiences to consume media. Audiences rely on the media for news and information around the world and information for their everyday lives

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 is definitely a bigger problem as technology has evolved exponentially and has audiences more dependent on the media for information that it because daily routine

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 from my own personal usage, the media has a positive impact on my wellbeing. This is because i avoid media that could possibly harm my mental health and wellbeing

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