Audience theory

The hypodermic needle model:

This is a crude theory from the 1920's 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 1940's 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.

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.

Diversion: escape from everyday problems and routine - entertainment.

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

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

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

HOMEWORK;

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

This relates to the hypodermic needle model as this article by the mail suggests that consumers of video-games are unable to make conscious choices ad are unable to take understand reality.

2) Summarise the two-step flow model. In your opinion, is the two-step flow theory still relevant today?

The two step flow model was an idea that came from the hypodermic needle model and was further devolved. It is the idea that audience are able to consciously mediate pieces of media but are influenced by opinion leaders  (e.g celebrities) and social factors.

3) How does this YouTube blogger fit into the two-step flow model?

We can see through his youtube channel he has 2.5 million followers which will listen and take in his thoughts and opinions. this is fits in the two step flow model as he is an influencer.

4) How this this Telegraph article on influential tweeters fit the two-step flow model?

Similarly, these influential tweeters such as one direction dominate social media which is where most people form and insert their thoughts and opinions.

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

Again, Jamal is a social influencer similar to the ones mentioned before. this means he has the ability to shift and change opinions.

Part 2: Uses and Gratifications theory 

This is a popular show that gives the audience access to entertainment and laughter as they allow you to forget about hardships and reality of our daily lives

An example of a show that gives the audience access to other's personal relationships is Eastenders as it allows the audience to focus on problems and crisis's of others.

Big brother is a show that allows the audience to watch (surveillance) to their favourite celebrities and they got through the obstacles  of the show

Shows like black-ish are popular and made to relate and to prove better representation of the public, specifically people of colour. This is show focus are the personal relationships between family members and friends