Task 3 Unit 6
a)
The Hypodermic Needle Theory
The Hypodermic Needle Theory is one of the earliest ways of
thinking about how the mass media influences audiences.
It was developed in the 1920s and 1930s
The Hypodermic Needle Theory is a linear communication
theory, which suggests that media messages are injected directly
into the brains of passive audiences
It suggests that we’re all the same and we all respond to media
messages in the same way but this way of thinking about
communication and media influence is no longer really accepted
however parents still worry about the influence of television and
violent video games.
http://lessonbucket.com/media-in-minutes/the-hypodermicneedle-theory/
The way of thinking this way about mass media was developed,
firstly in 1927 Harold Lasswell, an American communication
theorist published a book called ‘Propaganda Technique in the
World War’. Then in 1929-1932 The Payne Fund studies was
conducted it looked at the effects films had on children which
backed up the idea that the mass media has a powerful influence
on audiences. It was really one of the first and most
comprehensive examinations of how the media works.
The mass media in the 1940s and 1950s were perceived as a
powerful influence on behavior change.
Several factors contributed to this "strong effects" theory of
communication, including:
- The fast rise and popularization of radio and television
- The emergence of the persuasion industries, such as
advertising and propaganda
- The Payne Fund studies of the 1930s, which focused on the
impact of motion pictures on children, and
- Hitler's monopolization of the mass media during WWII to
unify the German public behind the Nazi party
http://www.utwente.nl/cw/theorieenoverzicht/Theory%20Cluste
rs/Mass%20Media/Hypodermic_Needle_Theory/
Uses and Gratifications
This theory is essentially the opposite of the Hypodermic needle
model.
The main idea is that media does not fully control a helpless audience
but rather the media is subjective per person as they use it to meet
needs.
The uses and gratifications theory of audiences suggests that the
audience determines what to do with the media rather than the
media simply influencing the audience directly which is very unlike
the Hypodermic Needle Theory.
The idea of this is that the media is not being forced onto them; they
have their own freedom to interpret the message for themselves.
This theory has been criticised because it suggests that media
producers hold no responsibility for the effect it has on someone it
depends on the audience instead of having a specific message o
interpretation.
Reception Theory investigates how individuals react to media
material, and how each person, such as books and films, interprets it.
Depending on the content, and the way that is is shown, each person
can take the material and interpret in many different ways, because
of their upbringing, cultural background or even their education.
Passive or Active Consumption
An active consumption is when the audience will engage and discuss
media messages that comes across to them and some times question
the media messages through life experiences.
A passive consumption is when the audience doesn’t engage or
question the media message but just accepts it, this media outlets
want to achieve when making a film or show, as they want to view to
except and not question.
4) Audience Responses
Preferred – is where the person watching understands the messaes
and agrees. For example if there is an advert for nike saying it’s the
best sport brand in the world, the person will agree.
Oppositional – is where the reader understands the preferred
reading but chooses to reject and has his or her own view. For
example if an advert suggests that cycling is too dangerous on the
roads someone may use their own view and disagree because they
have a passion for cycling
Negotiated – negotiated reading is where the watcher accepts the
preferred reading but may modify it so that it reflects their own
interests and experiences.
Participatory – is where the audience interacts and participates with
the media they are consuming. E.g. the encouragement to get
involved with TV debates and news stories, and game shows. Social
media has encouraged this by making it easier to get involved with.