HA2 Task 3 - How Audiences Respond to Media Products

The Hypodermic needle Model
This theory was the first attempt to explain how masss audiences might react to mass media. The audience recieve an injection of a media text, either positive or negative and are stimulated into a response. This is a short-term effect and the audience is seen as passive and maleable.

The Inoculation Model
This model suggests that the long term exposure to repeated media messages makes audiences immune to them. the audience is desensitised by the media text and can no longer be shocked by it. someone sensitised is more likely to commit a violent act as it is not seen as an extraordinary axction. again, the audience is seen as passive.

The Two Step Flow Model
It was found that individual views were most affected by opinion leaders who played a key role ini the communication process, filtering the process. Opinion leaders tend to be someone the individual trusts e.g parents or siblings. This is semi-passive.

Users & Gratifications Theory
It became apparent to media theorists that audience made choices about what they did when consuming media texts. Move away form what media does to people and think of what people wo with media.Researcher bulmer and Katz expanded on theis theory stating that individuals might choose and use media depending on for factors of the individual:
Information

• finding out about relevant events and conditions in immediate surroundings, society and the world
• seeking advice on practical matters or opinion and decision choices
• satisfying curiosity and general interest
• learning; self-education
• gaining a sense of security through knowledge

Personal Identity

• finding reinforcement for personal values
• finding models of behaviour
• identifying with valued other (in the media) 
• gaining insight into one's self

Integration and Social Interaction

• gaining insight into circumstances of others; social empathy
• identifying with others and gaining a sense of belonging
• finding a basis for conversation and social interaction
• having a substitute for real-life companionship
• helping to carry out social roles
• enabling one to connect with family, friends and society

Entertainment

• escaping, or being diverted, from problems
• relaxing
• getting intrinsic cultural or aesthetic enjoyment
• filling time
• emotional release
• sexual arousal