Media Theory's

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Hypodermic needle theory

This theory is the theory that mass media injects thoughts, info, messages into a “passive audience”.

Just by putting your brand on something the brand is associated with whatever it is.

It’s useful for understanding media as you can see what the media do to get you to buy their products.

Red Bull/Monster etc. put their logos on people’s helmets or clothing for example the athletes they sponsor. This means that people will buy their drinks as people associate those drinks/products with the athletes they like, so they will buy the products to be like the athletes.

The theory shows that companies manipulate people through media.

 

Defining audience/Psychographics

Mainly qualitative

Based on opinions, beliefs, values and interests.

It’s useful because it categorises the audience. It can help develop media products because it shows what the different categories of people like.

The media see what people like and then categorise them. They see what the average amount of the categories of people/stereotypes interests are.

It helps the media decide what adverts to put on at what time on the TV and helps companies create products aimed at different categories.

 

 

Uses and Gratification Theory

How the audience reacts to the mass media. The audience chooses the different media it 2ants to watch for different reasons.

People watch media for five different reasons:

• Informed and educated – The news, documentaries, etc.

• Entertained – To laugh, cry or to think (deeply)

• Personal identity – look up to characters or people on TV, you could see character traits that you copy or relate to

• Integration and social interaction – people talk about programmes they watch later on, imagine community, you’re watching a show with lots of other people

• Escapism – adventure films and computer games give you a sense of escapism from reality for example.

 

The hypothermic needle theory is the most useful in understanding how the media affects audiences because it shows us how the media “injects” ideas and thoughts into the audiences. It shows how they can make audiences think their product will make them like someone else or be like a certain thing.

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For most of this research I used “Media Gabbit” on YouTube.