MIGRAIN: Audience Theory 1

 Hypodermic needle model

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

The hypodermic needle suggests the media injects information into the audience like a hypodermic needle and therefore can have a dangerous effect on us. This article is a prime example of the hypodermic needle theory as it convinces the reader that people who constantly play violent video games "assume the world was hostile and react aggressively". The reason why this is classed as the hypodermic needle is because the media text is using so called facts and figures to portray violent video games such as 'Call of Duty' and 'Condemned 2' to have an aggressive and negative effect on people. The way in which they do this is by conducting an experiment whereby 70 French university students where either asked to play a violent or non-violent game for 20 minutes a day, during an allocated time period of three consecutive days. There were then given a narrative in which the students had to finish the story; the results showed that the students who played violent games ended the story with violent and aggressive ideas, and the students who played non-violent games didn't incorporate these destructive ideas.

One other way the article demonstrates the hypodermic needle theory is through comparing the constant use of video games consisting of brutality to the act of smoking on a regular bases. By using the example of continuous smoking on a daily basis is also 'injecting' the reader with the idea that smoking is detrimental to one’s health, and although it is using an example for the better, it is still an example of the media instilling information in the minds of the reader.

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 reason this article written by the daily mail links to the hypodermic needle is because the heading is very vague, which leads the reader to believe instantly that the 15 year old child is in fact, the reason why the Talk Talk network was dealing with huge security breach. The reason why the child was believed to be responsible is because he is "obsessed with violent video games such as Grand Theft Auto". This is an example of the hypodermic needle because the article is depicting to the reader that the reason why this child is to blame is because he spends most of his time playing violent video games and hardly ever leaves his bedroom.

This articles may be criticised because a young 15 year old boy is being blamed for hacking the Talk Talk network solely for the reason he plays violent video games, when in actual fact, the reason why he may not leave his bedroom, go to school and socialise with friends may be due to the fact that he suffers from depression or gets bullied.

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 is the idea that 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. In my opinion, I do believe that the two-step flow model theory is still relevant today because as well as people reading/watching the news, audiences also get their information from 'opinion leaders' who are evidently people who have a large following and broadcast their opinion on media regarding media content already published. Well known influencers who have a large following such as Donald Trump with a following of 42.2 million influence their audiences to react to a certain media text in a certain way, depending on the influencers opinion. The theory also suggest that the media is not all powerful and that social factors are important such as twitter and YouTube.


2) How does this YouTube blogger fit into the two-step flow model?
This YouTube blogger who goes by the name of 'TotalBiscuit', The Cynical Brit', reviews and gives his first impression on video games before his subscribers go out and buy the game. His description reads "Sick of game reviews? Watch lengthy first impressions game play with honest and informative commentary. Get an idea about what you're getting into before you spend your money with "WTF is..", YouTube's most popular first impressions gaming series". The you tuber fits into the two step flow model because his opinions influence peoples decisions on whether to buy the video game or not, depending on his review. 

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 feature fits into the two step model theory because all the influencers who were mentioned in the article have a large fan base in which they influence with their constant tweeting on twitter. Some of the accounts are celebrities who tweet about their upcoming events/new music/new movie which their followers keep up with in order to stay updated; however, some of the accounts are news related accounts which tweet about the daily news worldwide. The reason why this is an example of the two step flow model theory is because the fans are able to form opinions and decisions based on what they accounts they are following are tweeting. 

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

The reason why Jamal, who started as a YouTuber, fits into the two step flow theory is because his channel encourages pop and rap music, which allows his followers to form an opinion on this type of music. As well as his YouTube channel, Jamal has extended his social brand by building a website where he posts news stories and features articles in addition to his videos. This is a prime example of the two step flow model as the news and articles he is publishing on his website are formed upon opinions from himself, which then encourages and influences the audience to form an opinion/decision based on his website.

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: (escape from everyday problems and routines - entertainment)
  An example of a media text that fits 'Diversion' is X factor. This because the show is targeted at people who are looking for a sense of entertainment as the show is an escape from reality. Although the show is based on real life people, it can be classed as a diversion because those people are going out and trying to fulfil their dream of becoming a singer, where as the audience could be struggling with problems in their life.

• Personal Relationships: (using the media for emotional and other interaction. eg; developing affection for characters in TV)
  An example of a media text that fits 'personal relationships' is 'The Vampire Diaries' where the main characters are the characters who are seen the most throughout the seasons, and audiences are able to build a relationship with them. The reason why audiences may feel they have a personal relationship with the characters is by getting to know the characters through watching every episode; they are able to sympathise with the characters or build an emotion depending on what the protagonists are feeling.

• Personal Identity: (finding ourselves reflected in the texts or learning behaviour and values)
  An example of a media text that fits 'personal identity' are reality TV shows such as 'Keeping up with the Kardashians' or YouTubers who vlog their daily lives. The reason why these types of media texts allow the audience to relate to and identify themselves within the people on the TV is because they are reality shows which means it isn't a made up narrative. They are real people going through the same things as the audience which makes them relatable.  

Surveillance: (info useful for living. eg; weather, traffic news, holiday bargain)
An example of a media text that fits 'surveillance' is websites/apps such as the BBC weather app, bus times app and traffic news app. These all inform the audience on real time events and news which helps them on a day to day basis.

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?

To a certain extent, I do believe that audiences have become dependent on the media, however, that does not apply to everyone. The reason why I think some people have become dependent on media texts is because in this day in age, nearly everyone has a device of some sort which they use on a daily basis - some more than others. However, the use of media within moderation is effective is it allows people to keep up with the latest news and interact with one another. An example of this is social apps such as snapchat, twitter, Facebook and Instagram; using these apps within moderation is useful, but when people are reliant on these apps, it becomes too consuming in regards to the real world. 

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 new and digital technology has increased peoples dependency on the media because there are more technical devices that people are able to use. However, this isn't a new problem, just an increase to a problem that already existed. Before all of this advanced technology, people were dependent on the TV as a source of information. The new technology just allows people to have more freedom as to where they get their media consumption from.

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?

My media consumption impacts my emotions positively and negatively; this is because when I see something that makes me laugh or I am talking to my friends, it has a positive impact on my emotions. However, when my parents take away my phone, it has a negative impact on my emotions because I am some what reliant on my phone. The reason why I am reliant on my phone is because I use it to contact people or as a source of information.