Audience theory 1

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

In the online mail article, the results from a test which was set up to decipher whether video games corrupt peoples minds and their aggression levels indicated that those who played the violent games had an increase in their hostile expectations. This links to the hypodermic needle model as it reveals that the media does have an impact on people even in minuscule ways.

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 may criticise this page because the daily mail is attempting to make it seem like video games are the lead cause to violence and mayhem which occurs in todays world. This links to the hypodermic model because it suggests that videogames cause violence.

3) What do you think of the hypodermic needle theory? Do audiences believe everything they see in the media?

I believe that to a certain extent those who are more vulnerable for example older people with less knowledge on media will be more likely to believe everything that they see on the media. 

Two-step flow model

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

An opinion leader is someone who has gained and established significant trust within a community, the community actively follows the leaders opinions.

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

Influencers like Zendaya have a significant following base and due to their popularity their opinions are often followed and taken on board by the followers which leads to their followers making decisions based on Zendayas words. 

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

I believe that in today's world due to the fact that technology has advanced so much to the point that everyone has access to the media the two-step theory is valid and still relevant as big and globally known influencers can post at any time and any place their views and their followings will see these views and may take them seriously. This is because the audience/followers place a huge amount of trust in influencers. This can be seen when Ronaldo the famous football player swapped the bottle of Cola on the table in front of him for water and the brand Coca-Cola lost over £4 in stock value. This shows that the two-step model is still relevant today because it reveals that people responded and reacted to Ronaldos actions and took measures based on his opinions/views.

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:One film for this would be MegaMind, this would be because at the start he is portrayed as a villain whereas at the end he turns over a new leaf and becomes a hero which causes the audience to fall in love with him.

Personal Identity: One film for this is Blade Runner 2049 and this is because one may envision themselves as the main character as he is quite lonely and his life is very repetitive which people may find similar to themsleves such as those who are students or work 9 to 5s.

Surveillance:News website: BBC News, Offers viewers and readers up to date information on the world and current issues.

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 would firmly agree with the idea that audiences have become dependent on the media and the effects of this can happen in three different ways which are cognitive,affective and behavioural. The cognitive effects are when an audiences attitudes or beliefs towards something change, the Affective effects are when development of feelings of emotions such as fear and anxiety come into play. This could be anxiety of certain areas due to how they are depicted in the media and finally the behavioural effects are when a person/audience "deactivates", this can be seen when people refuse to vote in elections. One major example which can be used to show dependency on the media from all age groups is the addiction to quick forms of dopamine. Audiences have become so reliant on quick methods of dopamine that they will slave their lives away to seek it. This can especially be seen through audiences who actively consume pornography to an unhealthy amount. These audiences have become so reliant to pornography that they shut down and become bed ridden which is an example of the behavioural effect. 5-8% of the worlds population is addicted to porn which is over 624 million people. This is a strong argument to the idea that audiences have become dependent on the media.

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 growth of technology over the last 15 years has had a significant impact on the amount of people who are dependent on the media in order to live their lives day to day. Many younger people especially children and teenagers have become reliant on the media for a daily dose of entertainment and it often leads to psychologically damaging effects and addiction. Moreover, to answer the question yes the dramatic growth of technology has become a new problem because before social media existed in its current state for example in the early 2000s and before people would live their lifes free of the stresses that social media brings to children these days as in todays society social media negatively influences younger and more susceptible for example this can be seen in the famous tik tok trend which went viral a few years back called "the devious lick" which involved people vandalizing or stealing school equipment which lead to many people undergoing serious repercussions.

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 well-being? Why?

 

I believe that personally my media consumption does not affect me as badly compared to the rest of society as I like to detach from media and enjoy the simple things in life and go out to nature as I believe that social media can be a toxic and addictive drag on peoples lives. It can unmotivate people and cause cycles of weakness and laziness which I aim to avoid. In general social media has been a positive thing for my health as It allows to me to remain educated in todays world while providing some forms of entertainment along side it however most of the media in todays world is addictive and harmful to ones health.