Audience theory

Hypodermic Needle Theory

1. This article links to the hypodermic needle because it is suggesting that violent video games, which are addicting, can have a dangerous effect on us. The article states that "Playing a violent video game for just an hour over a three-day period is enough to increase aggressive behaviour" which supports the hypodermic needle theory as it states that the media injects information into the audience like a hypodermic needle and therefore can have a dangerous effect on us.
2. The coverage of the Talk Talk hacking case also links to the hypodermic needle model because it is blaming a form of media (Violent video games) for influencing the teenager to hack Talk Talk and that violent video games have a dangerous effect on teenagers. On the other hand someone may criticise this article because this theory is not necessary always accurate and also quite outdated. This can be shown through the fact that hacking and violent video games have no link to each other whatsoever.

Two-Step Follow Theory

1. The two step follow theory was developed in the 1940's after the hypodermic needle theory was deemed too simplistic. Therefore, the two step theory came forth and changed the concept of the hypodermic needle theory, which suggested that the audience consumed media without thinking. The two step theory states that the audience are influenced by ‘opinion leaders’ in the media who have an impact on how the audience react to media texts. This  theory is different to the hypodermic theory as it suggests the media is not all-powerful and that social factors are important, rather than the audience being seen as mindless and consuming the media without thinking. 
2. The youtube blogger fits into the two step follow theory because he is a critic, and critics are considered to be 'opinion leaders' as the opinion he has on a certain game for example can influence how the audience also see that game i.e. good or bad. This links back to the two step follow idea of opinion leaders and social factors influencing the audience.
3. The telegraph article also fits into the two-step follow theory as the article shows how Britain's most influential tweeters are based on followers, and by having such a large amount of followers you are able to influence many people through your opinions and therefore are seen as an opinion leader which links back to the idea of the media having an impact on how the audience react to media texts.
4. Jamal Edwards link to the two-step flow model as it influences readers to not give up on their dreams as he says "Try anything, don't be scared of failure, that is my advice," and because his status is a multimillionaire, he can be considered to be a opinion leader therefore having an influence on the audience (readers)

Uses and Gratifications

Diversion:  Social media networks such as Facebook are seen as past-times and often an escape from everyday problems and routines.  This makes Facebook a useful source of entertainment and is often the choice people go for as there are many things you can do on the website and app. Facebook is often advertised as a place to keep in touch with others like yourself  which can be considered as an escape from the outside world,  this can be shown through several adverts such as this one: https://www.youtube.com/watch?v=6U16XShROI8

Personal relationships: Sitcoms like ‘The Big Bang Theory’ can be linked to this category as TTBT creates familiarity between the audience and the show because it is a situated comedy and we see the same characters in the same setting. This allows personal relationships to be created as the audience began to develop affection for their favourite characters etc.

Personal identity: Documentaries such as Educating Yorkshire can link to the category of personal identity because this documentary can be seen as a way of young viewers i.e. students finding themselves reflected in the documentary. It also allows the audience to learn behaviours and values which can connect to their own personal identity.

Surveillance: BBC news fits into the category of surveillance because it gives out useful information such as news, travel information and weather news which is all important for living. The BBC is also useful for keeping their audience in touch to outside through news. It can be accessed anywhere i.e. TV, phones, tablets, online, which makes it more handy, it also has a find local news section which makes it easier to find out about what is going around you.