MIGRAIN: Audience theory 1

 Audience theory 1: blog tasks

Hypodermic needle model

1) Read this Mail Online article about the effects of videogames. How does this article link to the hypodermic needle model?
The article discusses an experiment in which 70 university students were tested for levels of long term aggression over a three day period, the students were split into two groups that played violent and non-violent games such as COD and Dirt 2, a racing game. After playing each game, students were given the beginning of a story and asked to list 20 things their character does, and there was a stark difference in the violence actions listed from students that played violence vs non-violent games. The hypodermic needle model suggested that media injects information into the audience and can have harmful effects, this links to the study as due to the games the students had come to view the world as a hostile and violent place and acted as such. 

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? 

This case proves the hypothermic needle study as the young boys behaviour was altered due to the media that consumed without parental guidance, GTA, a game that may encourage theft and crimes, especially to a younger audience that may not be able to perceive the difference between standards in the real world and a fictional one. Some people may criticise the paper for putting more blame than necessary on GTA and such games, creating an unfair negative perception of the brands due to their being age restrictions, so responsibility majorly falls onto the parents.

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

I believe the model is very basic and one dimensional that diminishes the ability of most adults and teens to discern between fiction and reality. Many people fact check the information they consume or are able to understand reality may be played up or distorted for the sake of entertainment.

Two-step flow model

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

An opinion leader are people that mediate and dictate how media is consumed by audiences and control public perception of media.

2) How do celebrities like Taylor Swift fit into the two-step flow model? 

Due to her status as a pop-star billionaire, she has the vast and young fandom to be able to change public perception of media products, making her an opinion leader.

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

The theory is relevant in its introduction of social factors and audience autonomy in taking into account how media may effect audiences.

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: Spider-man. Allows audience to identify with and feel affection for spider-man.

Personal Identity: Love is Blind. Allows audience to view how people build romantic relations in real time for personal entertainment.

Surveillance: Blue Planet. For fans of David Attenborough documentaries ,that allows the audience to learn about the natural world and raises awareness about danger and diminishing research directed at preservation of nature.

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?

Audiences may have become dependent on media due to the digitalisation of newspapers, many people rely on news social media accounts instead of the source.

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?

People have been dependant on media since before the digitalisation of media, in the past people may have been more dependant due to having one source of information with less checks for biases or misinformation compared to the modern age.

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? What is your average screentime and how does this impact on your mood?

I believe that the media I consume is mostly positive or cathartic that generally lifts my mood due to blocking out more negative content via algorithm and my average screentime tends to be 7+ hours.

Extension tasks A/A*

If you're interested in the debate regarding videogames and the impact on children read this blog on the subject. What is your opinion on whether videogames are positive or negative?

I believe video games have the potential to be very helpful or harmful depending on who has access to it. Children should have supervised access to games an a complete restriction of games out of their age range by their parents, their attitude and following habits after playing games should also be monitored to see if they've developed unhealthy behaviours as a result of the games. But ultimately restrictions should range from child to child based on a guardians observations of them.