HYPODERMIC NEEDLE THEORY

The hypodermic needle theory is the idea that media is like a syringe that injects beliefs, ideas, and attitudes into the audience.

In some cases this theory worksResearch has shown that watching violent crimes can make you violent.

For example: watching Power Rangers causes playground fights.

However….

People are affected in different ways by the media, therefore cannot be ‘injected’ with any specific idea, belief or attitude.

Audiences are also now aware of the media’s attempts to ‘inject’ ideas into them.

USES AND GRATIFICATION THEORY According to the Uses and Gratification Theory we all use

the media differently and make our own choices over what we want to watch.

We all expect something from the use of our media. These are the things we do expect:

InformationSatisfying our curiosity. Finding out about the world and society.

Personal identityFinding models of behaviour. Finding reinforcement for personal valuesIntegration and social interactionIdentifying with others, which gives us a sense of belonging. EntertainmentFilling time. Relaxing. Escaping from problems

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TWO STEP FLOW The two step theory shows that we are more likely to be

affected by the media if we discuss it with others.

Our own opinions are affected by how our friends have viewed the media.

An opinion leader is one who as viewed a piece of media and then shares their interpretation of it with others (opinion receivers)

STUART HALL According to Stuart Hall, audiences can have three

different reactions to a media text: Preferred reading: how the director wants the audience to

view the media text. Negotiable reading: when the audience rejects the preferred

reading, and creates their own meaning of the it. Oppositional: where the audience accepts parts of the

implied views, but also has their own views on parts as well. - Hall views the audience as both consumers and

producers of texts : as in the consumer negotiates the meaning and what is perceived through what they are seeing.(Encoding and Decoding)

Stuart Hall's theory used the 'Mirror stage' function to explain how we used contemporary media(social networks) such as Facebook to re-present and reproduce ourselves the way we want to be seen. (Making us both producer – consumer.)

- Stuart also suggests that consumers of media they see what they want to see.

BLULMER AND KATZBlulmer and Katz theory is based on individuals reasons on why they become audiences. They go on to look at ‘what people do with media’ instead of ‘what the media does to people’. Going on to state that the audience are not passive but take and active role in what they take into their lives, meaning that audience are in control of what they view. They came to find that individuals moved

towards certain forms of media because of; Diversion - escape from everyday problems and

routine. Personal Relationships - using the media for emotional,

substituting soap operas for family life Personal Identity - finding yourself reflected in texts,

learning behaviour and values from texts Surveillance - Technical information I.e. weather

reports, financial news