Audience Theory

HOW DOES THIS ARTICLE LINK TO THE HYPODERMIC NEEDLE MODEL?

This Daily Mail article enforces the hypodermic needle model since it suggests that the influence of violent video games is heavily significant on younger, impressionable minds and that the audience absorb it all without active minds. It implies that playing violent games is more influential than morals and moral lessons learned through peers and society. 

HOW DOES COVERAGE OF THE TALK TALK HACKING CASE LINK TO THE HYPODERMIC NEEDLE THEORY? WHY MIGHT CRITICISE THIS?

The copy just below the headline refers to the hacker as a 'violent video game addict' this shifts the blame from a conscious 15 year old to an abundance of violent propaganda leading to a dissipation of morals in a seemingly innocent child. It may be criticised since it suggests that this criminal was completely innocent and just succumbed to the inevitable impacts of media instead of condemning his actions and uses social factors and media consumption as scapegoats of the situation, which seems immoral since logically at 15 he would've been aware of the consequences and should be held responsible for his abusive use of the internet. 

SUMMARISE THE TWO STEP MODEL. IN YOUR OPINION, IS THIS STILL RELEVANT TODAY?

The two step model suggests that people are more influenced by other people rather than the media and I believe that today, with the high cultural capital, that social media offers as well as the wide range of influence available through opinion leaders in this social climate that the two step model, is perhaps one of the most relevant concepts to date.

HOW DOES TOTALBISCUIT FIT INTO THE TWO STEP MODEL?

Total biscuit takes the role of a modern opinion leader. They have over 2 million subscribers which suggests they have influence over 2 million people and can take the dominant role within the social hierarchy on the internet.

HOW DOES THE UK TOP TWEETERS FIT INTO THE TWO STEP MODEL? DO YOU THINK THESE ACCOUNTS GENUINELY HAVE AN INFLUENCE OVER THEIR AUDIENCE?

The UK top tweeters also take the role of opinion leaders however twitter is a much more mainstreamed and less filtered social media site - although you may follow specific people, content is so widely, and quickly shared that the influence of opinion leaders is not as contained as a youtuber for instance, so I would argue that twitter provides a heavy influence over audiences but perhaps on a more widespread degree, it wouldn't just be a specific audience but more of a conversation starter, a way of planting the seed and letting it be manipulated and grow into a singular, personal perspective and opinion. 

HOW DOES JAMAL EDWARDS LINK TO THE TWO STEP MODEL?

Jamal Edwards has benefitted from the concept of the two step model, his success is down to his influence on youtube and his audiences influence on advertising which has added to a successful business being kickstarted from an amateur in a professional setting. Due to the changing media age, skills are no longer the most important aspect of 'making it' in a creative industry but your role as an influencer and your persistence as well as your audience and their loyalty is what truly contributes to your success.

USES AND GRATIFICATIONS

• DIVERSION

Avengers trilogy; Diversion is using media as a form of escapism, the Avengers trilogy has a fantastical subtext and a hyper realism take on characters allowing the audience to disconnect from reality to a few hours and indulge in the world of unrealistic solution.

• PERSONAL RELATIONSHIPS

Sherlock; People form affections for the character of Sherlock, who has become a cult favourite character amongst generations which will lead to the success of the series' because people will tune in to watch their favourite characters as well as their favourite actors since Benedict Cumberbatch also has a large following and his role will lead to people tuning in as an act of support.

• PERSONAL IDENTITY

Waterloo Road; Waterloo Road, and other area specific soap dramas will attract mostly an audience of the demographic depicted on screen. Teenagers, most likely of a lower social status will get the opportunity to see characters who are going through the same struggles and empathise with them and seeing them in a sense of realism can keep an audience engaged for a long period of time. 

• SURVEILLANCE

The News; People interact with the news due to it's high cultural capital and to learn useful information. By watching the news, people can avoid ignorance and indulge their intellect which is why the news has an immortal, cult following. 

DO YOU AGREE THAT AUDIENCES HAVE BECOME DEPENDENT ON THE MEDIA? WHAT EVIDENCE OR EXAMPLES CAN YOU PROVIDE TO SUPPORT YOUR VIEW.

I do agree that audiences have become more dependent on the media, it provides accessible, user friendly exposure to the important news stories and key events occurring around the world but also to content that helps people escape and avoid those stories. It is a fan service for many and people will depend on it due to the feelings and connections it creates within communities, online and through creating conversation topics elevating peoples social interaction.

HOW HAS THE GROWTH OF NEW AND DIGITAL TECHNOLOGY IN THE LAST 15 YEARS CHANGED PEOPLES DEPENDENCY ON THE MEDIA? IS THIS A NEW PROBLEM?

I think that the growth of digital technology has increased people's dependency on the media, people who are sick, blind/death or in the past couldn't have free range access to the media now have those opportunities and may rely on digital technologies to indulge in for a majority of reasons such as escapism or a need for a common ground with peers. I don't think it's a new problem but the problems surrounding the increased dependency are new. Education through the media, Interaction through the media and Entertainment through the media are all positive however can have lasting detrimental effects both physically and mentally on users.

REFLECTING ON YOUR OWN MEDIA USE, HOW DOES YOUR MEDIA CONSUMPTION IMPACT YOUR EMOTIONS? DOES THE MEDIA HAVE AN OVERALL POSITIVE OR NEGATIVE EFFECT ON YOUR WELL BEING? WHY?

I am lucky to have had an exceedingly positive relationship with social media, I ran a twitter account with a net monthly audience reach of around 250,000 and used my account to participate in debates, conversations and allowed me to feel like I was doing something to combat the social issues of today. I am dependent on my news app, and the internet to filter through the abundance of news and to show me the most important stories and It has exploited my emotions especially when it comes to local news due to crime rates and the increasingly horrific stories concerning women's treatment in industries where i am interested, it makes me question whether ignorance is bliss when it comes to negative news. However, my media consumption has had a positive effect on my well being, it allowed me to make connections with people, educate myself and be heard. It created a dome society and the accessibility and promise of guaranteed social interaction was extremely helpful in past situations and it benefited me much more than it cost me.