Audience Theory 1

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

This article links to the hypodermic needle model as it states that playing violent video games for even a short amount of time can influence our behaviour and beliefs negatively.

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 links to the hypodermic needle theory as it suggests that children, who have been exposed to a large amount of tech for a large majority of their life, are inspired by stories of hacking and the boy on the cover is copying what he has read. Someone might criticise the front page as it is encouraging stereotypes such as single mothers failing to raise their children properly and portraying people who play video games as reclusive and anti-social.

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

The theory, formed in the 1940's, suggests that it is not only the producers of the work who influence audiences, but it is also with celebrities (who are called opinion leaders) as they have the ability to change a persons mind about something or someone using their influence, as well as incorporating the needle model. It s very relevant today as the influx  social media through which millions of people have their opinion altered by people in power or who have a large following.

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

He fits into the two-step flow model as he is promoting products whilst also giving his opinion on them as a form of entertainment for his audience. 

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?

These accounts are largely celebrities who have a big audience that they use to state their opinions or promote certain products. This fits into the two-step flow model as they are actively trying to get their audience to agree with them or buy something.

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

He links to the two-step flow model as he is the owner of a music company, which uses radio to reach a broad audience. He is also trying to use his popularity of befriending the billionaire Richard Branson to make himself stand out and seem more trustworthy than others.

Diversion:

The Simpsons: Gives an audience a different narrative each episodes which is able to distract them from their real life problems due to the comedic effect. The show also features guest celebrities such as Steven Hawking and Chelsea Grammer. 

Personal Relationships:

Coronation Street: Gives viewers an insight into the lives of the different families that live on the street and allows them to immediately form a personal relationship with each of the families/characters as they go through real issues.

Personal Identity:

Strictly Kosher - This is a reality show that follows the lives of different Jewish families who each are varying different levels of religiousness. This show allows Jewish people to be able to see themselves and relate to the people in the show.

Surveillance:

Shows such as ITV/SKY/BBC news allow the viewer to be aware of current affairs and also be able to know the weather, traffic and tube delays.

1) Do you agree that audiences have become dependent on the media? What evidence or examples can you provide to support your view?

I agree that audiences have become dependent on the media, especailly young adults as they believe  it is more convenient to find news on their phone whilst commuting rather than the news on TV, this is also more commonly viewed through Twitter or Facebook. Audiences become dependant on the media as it is a large and important part of their life and it is very easily accessible on their phone.

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?

 I think that people have a lot of access to social media that it has become an everyday occurrence and the passive audience takes the info that they are given for face value and don't read more into things. However I believe that  this is just an evolved issue,not a new one as past generations were still dependent on other forms of media such as print and radio.

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?

When I use social media I feel connected with the people who I am unable to talk to in real life due to schedule conflicts or family residing in other countries. Film and TV have a slight influence my mood such as being upset when a character dies, but the emotions are short lived and overwritten by the overall entertainment the media provides.