In today's lesson we learnt about the uses and gratification theory and the hypodermic needle theory. Here are my notes on these different theories.
Uses and gratification theory
This theory focuses more on what people do with the media other than what the media does to them. Instead of giving them a message it focuses on the audience and the audience.
The theory assumes that people work media into their life which gives them gratification. Instead of people trying to use different types of media because they feel they should use it because someone is telling them to, this theory suggests that we choose the types of media that best suite are needs. If somebody wants something done then they will use the media to fulfil their needs at that time. The media is not used for everything but when it is needed it is easier to fulfil those needs.
This theory suggests that when you choose a form of media it will fulfil one of those needs:
- Identify- 'being able to recognise the product or person in front of you, role models that reflect similar values to yours, aspiration, knowledge and understanding'
- Educate- 'Being able to acquire information, knowledge and understanding'
- Entertain- 'What are you consuming should give you enjoyment and also some form of 'escapism' enabling us to target our worries temporarily'
- Social interaction- 'The ability for media products to produce a topic of conversation between other people, sparks debates (etc. who is left on the x-factor)'
Different types of media such as music is a way that we can fulfil our needs by listening to the music that we want to listen to. Now that we have the Internet we are able to look things up quickly bu using search engines such as Google. There are many different websites on many different subjects such as Wikipedia and YouTube which both have different uses. Now that the media is being improved we are now able to speak to people quickly over the Internet using social networks such as Facbook an Twitter etc.
My views on this theory is that I agree with it. If somebody was wanting to find out who is the latest boy band then they can go on the Internet and find out this. By finding out this information it can fulfil your needs. I got my information from this website:
http://www.slideshare.net/zlorhenley/uses-and-gratification-theory-6933502
Here is my demographic audience:
- Socio-economic grouping
- Age
- Gender
- Ethnicity
- Lifestyle - For example my aspirations are to get to university and get the job that I wanted for many years. Places I go on holiday at the moment are America, canada, italy. I am able to go on holidays like this because of my parents. When I am older I would like to be able to afford to go to places like this.
Every one is placed into a group for Social-ecomonic grouping. The groups are A, B, C1, C2, D, E.
A- Social class - upper class / type of job - higher managerial, administrative or professional
B- Social class - middle class / type of job - Intermediate managerial, administrative or professional
C1- Social class - Lower middle class / type of job - Supervisory or clerical and junior managerial, administrative or professional
C2- Social class - Skilled working class / type of job - Skilled manual workers
D- Social class - Working class / type of job - Semi and unskilled manual workers
E- Social class - Those at the lowest subsistence / type of job - casual or lowest grade workers, pensioners and others who depend of the government for their income.
Hypodermic needle theory/magic bullet
This theory says that the media can make the audience have a certain view on something by feeding them messages. The messages that are fed to the audience are ones which have a desired response. By saying bullet and needle represents that fact that the message is sent straight into the person without any thought. By saying that the media can influence people that much is suggesting that they are that powerful and that the media can have such an influence on people.
This theory was removed from 'The people's choice' because it was seen that this theory was not accurate. Methods such as the radio and Internet replaces this method.
My views on this theory is that the media did have an effect in people at a certain time until communication and other methods were produced. It is easy for anybody to be influenced by somebody or something if they sell or act right. If somebody popular or a public figure said something it is most likely that the 'fans' are going to believe this and share it on. By word of mouth people believe this information because of who it came from. I don't think this is as powerful nowadays but i do believe is used to be.
My using this method it shows that you are powerful and can influence people. This then assumes that the audience are powerless to reduce messages. Other people who are important and have a responsibility are:
- Priminister
- Queen
- Headteachers/teachers
- Newspapers
- Radio
- Police
- Music industries
- BBC/itv/Channel 4/ABC