Audience theory 1

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

It assumes children are empty husks video games will fill with poison violent views (exaggerated).

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 page presents his video game addiction as the cause of his crime, furthering the hypodermic needle conviction because it suggests we are slaves to the media and it's teachings.

Two-step flow model

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

The two-step flow model suggests 'Opinion Leaders' are the ones who sway the opinions and favours of the common people more than just the 'Media' as a whole. It is very relevant to us as the internet allows for people to put their views out into the world. A simplified example of this could be a trusted movie reviewer giving a movie a low score. This could cause less people to pay money to see the film.

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

Beauty gurus review products and give their opinion on it, therefore fulfilling the 'opinion leader' role and informing their audience on how not what to look like.

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?

I do, especially in the case of Ricky Gervais and Russell Brand, as they are strongly opinionated and speak out a lot. 

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

Uses and Gratifications theory

1) For each of the four categories, write about one media text 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.

Diversion: Friends, long running, plot is easy to pick up, diverts from life 

Personal Relationships: Sherlock, Benedict Cumberbatch

Personal Identity: Educating Yorkshire, People who have been in the education system can relate

Surveillance: BBC News, Keeping track of the world 

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?

People are obsessed with Brexit and checking the news, as well as social media.

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?

The internet has allowed for citizen journalism and fake news to come around, meaning fact checking is vital and spending 6+ hours online isn't uncommon. 

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?

The time I spend on my phone and laptop is excessive and may have negative impact on my mental health.