Audience Theory 1

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Hypodermic Needle theory 

 1)The article links to the hypodermic needle theory as it suggests that people who consume media from violent video games are more likely to increase their aggression. However, in the opposite situation people seemed to have less aggressive tendencies. The article tries to say that children adopt the aggressive behaviours from these violent games.

2)The talktalk newspaper story also links to the hypodermic needle theory because the writer suggests the reason the child was brought to the point where he would cyber-attack TalkTalk was that he played video games. This front page though suggests this as the only reason he would do it which most likely isn't true and that there could have been many reasons. They call him a video game addict but his Mother could have made sure the child didn't spend all that time in there bedroom playing games.

3) I believe that the hypodermic needle theory is partly right when it says that audiences may just accept information from the media but I don't believe every person is that passive when it comes to any type of media. People reject and disagree with the messages that media wants us to decode as they may not agree with it.

Two-Step Model

1) The two step model suggests that opinion leaders influence our own opinions as we look up to those people and accept there opinions as our own. This is definitely relevant to today as its happening but with an increase of opinion leaders like people on youtube, politicians, Twitter, etc. All of these people can influence our perspective and possibly change a previously opposite one.

2)This fits into the two step model as the YouTuber reviews products from makeup companies and tells the audience what he thinks is the best one. This is a prime example of how people are influenced by opinion leaders as they may think a certain brand is the best that differs with your own. In this situation people are more likely to at least try out what he thinks is the best quality product to compare it to their own opinions.

3) Jamal Edwards links too the Two step model as he acts as an opinion leader amongst the film making new comers. Hes a mentor to those who aim to get into this industry as he made it through with a lot of effort but with minimal resources. 

Uses and gratifications theory 

1)

  • Diversion: Star Wars   
  • Personal Relationships: Coronation Street
  • Personal identity: Hells Kitchen
  • Surveillance: Blue Planet                                                                            

Dependency Theory 

1) Sometimes consumers decisions can be dependant on the media shaping our opinions and perspectives. For an example people buying Apple phones despite how expensive they are because of there brand making people perceive the products as high quality and glamorous. People become dependant on the information supplied that results in them feeling different emotions. Another example would be how news reports say that knife crime is high in London which evokes a feeling of fear into those that consume this media. Lastly, if a person (E.G a politician) supports a consumers views and opinions they will become more dependant on that person to provide them with more information.

2)The growth of digital technology has increased our dependency on media as its now accessible from anywhere and at anytime. We now use it to satisfy our need for information, advice or interaction. However this isn't to big of a problem as just because it influences our opinions and people may be reliant on it to gain a lot of our information I don't believe there's anything wrong with using technology for your own curiosity or to just keep up with whats happening in the world even if they can make us feel a certain way depending on the media.

3)I think my media consumption has had a positive impact on my emotions and I don't think media has so much control as to alter my personality in its entirety as I believe it merely influences it but cannot shape it. People are given information by the media but it is up to us on how we react to it not what that media text wants to feel. We aren't all passive when it comes to consuming media and even if we become dependant on it we are still able to think for ourselves.

 

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