Hypodermic needle theory
Passive
- Passive audience are “injected” with ideologies, beliefs, messages and values e.g. children.
- Our behaviour is easily and directly shaped by these media messages.
Two step flow
- Assumes a more active audience who will discuss the media text with each other.
- It still assumes that we can be passive.
- Proposes that we are influenced by “opinion leaders” e.g. doctors, experts and parents.
- It has to be someone you trust to know a lot about that particular topic.
- Media production – decoder – opinion leader.
Pros and Cons
Pros –
- People would believe and take in what things a wrong and essentially we would have a crime free, stress free life.
Cons –
- The audience have no say in what’s right and wrong they are just told and that’s that.
- We would buy everything we saw when someone said we needed it.
Cultivation theory
- Repeated exposure to a media message, will lead to “desensitisation” i.e. audience becomes less sensitive.
Pros and Cons
Pros –
- We would come more accustom to the shocking this we see in day to day life even children.
Cons –
- Young children would still be shocked and scared because they haven’t yet been exposed to enough of the media.
Uses and gratifications theory
- Looks at why audience use the media.
- Assumes that audiences are active consumers – they are not passive.
- Audience have variety of needs that they gratify through the media.
- We use the media as a diversion to take your mind of something.
- We use the media to identify our personality because it’s comforting.
- We use the media to enhance personal relationships.
- We use the media to find out what is happening in the world around us (news).
Pros and Cons
Pros –
- It helps us in day to day life.
Cons –
- There isn’t anything on there for comforting as a background noise
Reception theory (Stuart Hall)
- The audience do not passively accept a media text.
- Hall proposed three different audience readings
Dominant Reading – Media text interpreted in the way intended by the producer.
Negotiated Reading – Audience accepts some of the media text but not all aspects
Oppositional Reading – Audience in conflict with the texts message.
Pros and Cons
Pros –
- it allows audience to accommodate with different readings and have different opinions
Cons –
- Everyone isn’t in the same category for example age and gender and therefor will have different opinions.
Audience readings of a media text depends on –
- Gender (Male/Female)
- Situated culture (background, upbringing, culture, lifestyle)
- Age
- Experience and knowledge
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