Unit 6 - LO3

Hypodermic needle theory

The Hypodermic Needle theory suggests that the media messages we are uncovered to via
films, TV shows etc. are injected directly into our brain. Meaning we take in everything that
we play/see. For example if someone were to play a violent video game, aspects from that
game would be implemented into the brain, therefore effecting our lives in the real world
and how we choose to do things. This was established in the 1920s/30s. In the 40s and 50s
is when researchers really realised how impressionable to media we are, as in this time is
when the most powerful influence of media was around. The theory also states that
communicating through media is a dangerous form of communication as we are unable to
resist the impact of this message, as we are unaware of it. This theory is considered
relatively reliable as you can use numerical statistics to work out trends and patterns within
the subjects. As well as when the hypodermic needle theory is put into practice you would
use a wide range of subjects, again enhancing the reliability of the theory. However this
theory fails to take into account certain aspects of a persons life. For example: their
personalities, environmental situation and upbringing. As someone could have potential of
being violent due to other factors than the media they consume. Stanley Kubricks A
Clockwork Orange was banned due to beliefs that people were copying the violence
portrayed in this film. Lazarsfeld, Berelson and Gaudet (1944/1968) argued that this theory
was inaccurate when they conducted a project during the election of Franklin D. Roosevelt.
They found that a majority of people were untouched by the propaganda thrown at them.
However Orson Welles produced a radio broadcast called War of the Worlds where he
broadcasted that there was an alien-invasion taking place. One million people believed this
statement and started panicking. This goes to show how influential we are to the media.

Uses & gratification theory

The uses and gratifications theory suggests we as the audience choose what media to get
ourselves into depending on our needs. This suggests all media is an influence to us we just
get to decide what platform we want it in. This theory focuses more on what people do with
the media they consume rather than what media does to us. It assumes audiences take an
active role in integrating media into our real lives. We are responsible for any media related
influences as we pick and choose these influences so to speak. It is suggested that this
theory will fulfil one of the following when we consume a form of media: Identify this is
the ability to notice role models with similar values to your own: Educate this is being able
to gather information and understanding of that information: Entertain - what you consume
to give you enjoyment, this is a form of escapism. Finally social interaction the ability for
media to interact with us as the audience. This theory focuses on individuals rather than
figuring out trends and patterns like with Hypodermic Needle theory. Researchers have
been able to identify different types of needs that motivate audiences to consume media
for gratification. Cognitive, this is how to increase your skills and aid your thinking ability.

Affective, this relates to your emotions. Personal integrative, this is promoting your own
image, reputation or status. We connect with people of a similar stature to us therefore will
seek that in the media we consume. Social integrative, this refers to interacting with family
and friends. Finally, tension release: relating to stress relief and diversion of your day-to-day
life. Using media as an escapism. It is argued that although a lot of the things we do require
thought and acknowledgement, sometime people watch a TV show with no conscious
reason to do so. However it is also said that we choose what media to consume every single
day therefore why it would be different any other time, for example if people dont enjoy
soap operas they make the choice not to watch it. The uses and gratifications theory ignores
any factor other than the psychological reason we do something.
In 1948, theorist Lasswell made the suggestion that media texts followed certain functions
for audiences. These being: surveillance; correlation; entertainment; cultural transmission.
In 1974 this idea was adapted on by Blulmer and Katz who said that audiences might choose
a text for the following reasons: Diversion this is the idea of escaping from day-to-day life
and the daily routines we engulf in; Personal relationships this is using the media as a
social form of interaction (for example relating family lives to that of the lives of a soap
opera family); Personal identity this is finding yourself within media, for example spotting
certain traits in a character that you have; Surveillance this is the idea of information
shown in media which could be beneficial to our lives, weather reports etc.

Reception study
This theory involves the understanding of how audiences read texts and their
understanding towards them. Reception theory suggests there is no inherent meaning in a
piece of media; its how we interpret that media that creates the meaning. This theory puts
audiences in context, for example, it argues that contextual factors are more influential than
textual ones. Meaning we are more influenced by factors that relate to us, e.g. a personality
trait in one of the actors in a film. If that trait relates to us we will cling onto that and
admire that, therefore making it an influence. Theorist David Morley stated that there are
three definitive ways to read a text. One being a preferred reading, this is the intended
meaning, the meaning that the producers wanted to portray. Secondly, a negotiated
reading, this is when the audience are accepting of the meaning but alter it to suit them and
their current position. Finally an oppositional reading, this is where the audience completely
reject the implied meaning and takes on their own interpretation of it.
Theorist Stuart Hall created an encoding/decoding model. Discussing the relationship
between the media text and its audience. Hall said that the producer encodes the text, and
the reader decodes the text. There are most likely differences between the readings of this
code however codes and conventions of texts help as it gives us an idea into what the
media involves as we somewhat know what to expect. This is part of the preferred reading
in the reception study.

Passive or active consumption

Passive consumption is when the audience dont question the message portrayed in a form
of media. This is the desired outcome of any media text, as it then doesnt ask questions as
the meaning is just accepted. However active consumption is when the audience deeply
engage in the meaning portrayed, whether that be gathering a different interpretation all
together or accepting the meaning but involving them selves in it and question it. There
arent any theories for and against this as it is a general way as to how audiences consume
media.
In 1994 Oliver Stone made the film Natural Born Killers. After watching this film about a
couple who took LSD and then went on a killing spree two teenagers took it upon
themselves to copy this act of violence. This is being an active consumer as you are taking
aspects out of media and putting them in your life. Despite the fact this is an extreme case.
The difference between this an a passive consumer is that the passive audience would
understand the meaning but not act on it.