Hypodermic needle twostep flow uses and gratifications preferred readings and passiveactive Hypodermic Needle theory Harold Lasswell in 1920s It is a linear model of communication sender is the only one who sends the message and the receiver doesnt give response or feedback ID: 615792
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Slide1
Key Audience Theories
Hypodermic needle, two-step flow, uses and gratifications, preferred readings and passive/activeSlide2
Hypodermic Needle theory
Harold Lasswell in 1920s.
It is a linear model of communication (sender is the only one who sends the message and the receiver doesn’t give response or feedback).
It refers to the idea of the media being able to manipulate the beliefs and views of the audience.It was used as a propaganda technique during World War II by the US to influence people’s views about the Nazis.They used cinema to unite people and help them to realise who the enemies were and why.Slide3
Hypodermic Needle Theory
Particularly relevant today.
Instagram fitness and fashion pages give women the impression that there is such thing as a ’Bikini Body’.
Through picture posts of slim women who have worked out in a bikini and captions such as “Check out my new ‘Bikini Body’ workout”.This negatively influences women into thinking that they have to have a certain body type to reveal more of themselves in the sun.It is seen as socially acceptable because of the mass effect of Instagram on its followers.Slide4
Two-step flow
There is an extra step in this theory compared to the hypodermic needle.
Sociologist Paul
Lazzerfeld came up with the idea that audience are active participants in the media and that they interact with it.No direct link between the media and the audience but rather people of influence, impact on our interpretation of the media.‘Opinion leaders’. They sway our opinions on the messages from the media. People talk about the media.For example, in the gaming sector of media, Gamers on YouTube are responsible for the popularity and sales of many games.
YouTubers like
jacksepticeye
record themselves playing games whilst commenting and giving reactions.Slide5
Uses and gratifications
This theory was researched in 1944 by
Herta
Herzog.It suggests that the media is unable to change people‘s needs and desires as they are what an audience looks to the media to fulfill. There are 5 ways in which media can satisfy audiences: affective, cognitive, tension release, social integrative and personal integrative.If a person who has no interest in going to the cinema reads a great film review for a new release that recommends they go watch it, they won’t be persuaded to because they had no desire to do so in the first place.Slide6
Preferred reading
Stuart Hall believes that the media sends us, encoded messages to see and hear that we must decode.
Three ways in which we as an audience do this:
Dominant reading Negotiated reading Oppositional reading Slide7
Passive/active audiences
Passive: Accept information without opinion or complaints.
Active: Interact with the media and share their opinions or complaints about the show.
Hypodermic needle theory suggests audiences are passive.Two step flow theory, uses and gratifications and preferred readings imply that audiences are active.I think that both exist and that it depends on the type of person you are and how exposed you are to the media.Shows like Gogglebox show active audiences.