Audience theory 1: blog tasks

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

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? 

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

Two-step flow model

1) Summarise the two-step flow model. What is an opinion leader?
The Two-Step Flow Model explains that media messages first reach opinion leaders, influential people who interpret and pass them to the less-engaged public (followers), who then form opinions based on these trusted sources, rather than directly from media. An opinion leader is a trusted individual who influences others' attitudes or behaviours by interpreting and sharing information within their social network, acting as a crucial link in the "two-step flow" of communication from mass media to the public.

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

Celebrities like Taylor Swift fit into the two-step flow model by acting as "opinion leaders" who receive messages from the mass media, interpret them, and then pass their opinions and interpretations on to their large and dedicated fan bases. The original model posits that media influence on the general public is limited and mediated by these influential individuals. 

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

Yes, the two-step flow theory remains highly relevant today, but it's evolved; social media amplified opinion leaders (influencers/creators) who filter mass media for their followers, creating complex multi-step flows, but the core idea—that trusted individuals mediate message impact—still explains how news, products, and ideas spread, even through digital networks

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: Friends fits the personal relationships category because audiences use it to feel companionship and emotional connection. Viewers build parasocial relationships with the characters, often feeling like part of the friendship group themselves.

Personal Identity: Billy Elliot fits the personal identity category because it allows audiences to reflect on their own values, ambitions, and struggles. The film explores themes of self-expression, gender roles, class, and following your passion, which many viewers—especially young people—can relate to.

Surveillance: BBC News at Six fits the surveillance category because it provides audiences with information about what is happening in the world. Viewers watch to stay informed about politics, global events, the economy, and social issues, helping them understand and navigate society.

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?
I believe that  audiences have become fully dependant on media: example of the uprise of titkok , this has now grown to being seen as an addiction aswell as the fact that many people around the world use the media as a solo source of information ; now not using trusted sources at all times to form new opinions.

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 believe the exponential growth in the media has created a very large issue for the planet, as many people alike use the media as a 'new way of life' - and furthermore only get information from there ; being highly easy to fabricate and fake information .

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 feel asif my media consumption is good, it is around 4 hours but i usually use it to communicate to people, it doesnt affect my mood.