Audience Theory

The hypodermic needle model

This is a crude theory from the 1920s that suggests the media injects information into the audience like a hypodermic needle and therefore can have a dangerous effect on us.

The two-step flow model

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.

Media --> Opinion leaders --> Audience 

Audience Theory: Blog Tasks 

The hypodermic needle model-

1) The article about 'Effects of video-games' links to the hypodermic needle model because studies have suggested that playing violent video-games such as "Call Of Duty" for 3 consecutive days can lead to an increase in aggressive behaviour and short-term aggression whereas playing non violent video-games such as racing games have no negative effects. Furthermore, Prof Bushman stated theories such as, 'After playing a violent video game, we found that people expect others to behave aggressively and that that expectation may make them more defensive and more likely to respond with aggression themselves, as we saw in this study and in other studies we have conducted.' This article supports the hypodermic needle model as it further suggests that playing violent video-games influences people to act a certain way and injects information into their heads making them act a certain way, in this case it makes them defensive and aggressive. 

2) The coverage of 'Talk Talk' also links to the hypodermic needle model because it shows how video-games have made this child into a "violent game addict" however people criticised this because Daily Mail didn't talk mention other factors such as upbringing which made the article appear biased.

The two-step flow model

1) Yes, I think the two-step flow model is still relevant today, an example would be,  many young people tend to look up to celebrities and make their opinions similar to them. Also, since its easier now to give your point of view via social media, sometimes people tend to get influenced and support one idea.  

2) TotalBiscuit is a gaming commentator and critic on YouTube therefore he influences many people via his opinions and critics. Additionally, the fact that he has a large number of subscribers suggests that many people do agree with his point of view and value his opinions as well as support what he says which links to the two-step flow model as it makes him a 'opinion leader'

3) Since Jamal Edwards was a amateur who became a millionaire, thousands of people will look up to him and appreciate his opinions as they would aspire to gain the success he has. Therefore, this makes him an opinion leader because people will get influenced by his views/values/opinions. 

Blumler & Katz: Uses and Gratifications theory

Researchers Blumler and Katz reignited audience theory in 1974 by stating that media audiences are active and make conscious choices about the way they consume media.

They suggested there are four main uses or gratifications (pleasures) that audiences get from the media.

The Vampire Diaries

Diversion: 

escape from everyday problems and routine - entertainment.

Instagram

Personal Relationships:

 using the media for emotional and other interaction (e.g. developing affection for characters in TV)

Geordie Shore

Personal Identity: 

finding ourselves reflected in texts or learning behaviour and values from the media. Reality TV or documentary (Educating Yorkshire) are good examples.

BBC News

Surveillance:

 Information useful for living (e.g. Weather, traffic news, holiday bargains etc.)