James ColesMedia Studies Theories

Hypodermic Syringe Model

• The audience passively accepts a message injected into them• Informally described as the audience believe anything they hear

• There is a connection between things people hear or see on TV with what they do in life.

• Example- Children fighting due to console violence• The audience do not challenge the information because they feel it

is true

• As the picture suggests, it injectsvisions into the audience heads without them having any control

Uses + Gratifications Theory

• An approach to understanding why and how people actively seek out specific media to satisfy specific needs

People only choose media if:• Identify- being able to recognise the person or product in front of

you• Educate- being able too acquire, information, knowledge and

understanding• Entertain- what you are consuming, should give some form of

enjoyment or escapism• Social interaction- media products should be able to produce a

topic of conversation

Maslow Theory

• All humans need some needs in order to motivate themselves• This linked in with the consumption of media• 1- basic need in order to survive• 2- Using media to learn something- documentary's, the bible or

learning guides• 3- having a sense of belonging, socialising about media, making

friendships form media (Facebook)• 4- to gain personal achievements- consuming historical subjects,

gaining awards from media, having a reputation• 5- achieving self actualisation. Learning form a documentary or

completing a book

Reception Theory

• Theory against syringe model, some audiences will argue the information they hear

• Sometimes called preferred reading• Usually argued based upon Gender, Age, Ability, Race or Sexuality have an

outlook on media• The theory is becoming popular due to easy access of arguing the theory form the

internet• The image would suggest that audience are split up into 3 consumers

How I will use this?

• Hypodermic syringe model- this may influence teenagers on dress sense or an atmosphere of rooms for example a club they may feel its all fun and dancing and not teach them reality. I need to look at my target audience such as gender, age, ability.

• Reception theory- My audience are likely to be dominated as I can see there is no need to do odd videos with the generic music.

• Uses and Gratifications theory- I will rely on the entertainment factor and the identify factor as it will involve a well known song, the entertainment will consume the audience as it is original and new.

• Maslow Theory- My media video will involve Maslow third needs of socialising and fun, the music will help to socialise and give something to talk about.