2. Hypodermic Syringe Model
• The audience passively accepts a message injected into them
• Informally described as the audience believe anything they hear
• There is a connection between things people hear or see on TV
with what they do in life.
• Example- Children fighting due to console violence
• The audience do not challenge the information because they feel it
is true
• As the picture suggests, it injects
visions into the audience heads
without them having any control
3. Uses + Gratifications Theory
• An approach to understanding why and how people actively seek
out specific media to satisfy specific needs
People only choose media if:
• Identify- being able to recognise the person or product in front of
you
• Educate- being able too acquire, information, knowledge and
understanding
• Entertain- what you are consuming, should give some form of
enjoyment or escapism
• Social interaction- media products should be able to produce a
topic of conversation
4. Maslow Theory
• All humans need some needs in order to motivate themselves
• This linked in with the consumption of media
• 1- basic need in order to survive
• 2- Using media to learn something- documentary's, the bible or
learning guides
• 3- having a sense of belonging, socialising about media, making
friendships form media (Facebook)
• 4- to gain personal achievements- consuming historical subjects,
gaining awards from media, having a reputation
• 5- achieving self actualisation. Learning form a documentary or
completing a book
5. Reception Theory
• Theory against syringe model, some audiences will argue the information they
hear
• Sometimes called preferred reading
• Usually argued based upon Gender, Age, Ability, Race or Sexuality have an
outlook on media
• The theory is becoming popular due to easy access of arguing the theory form
the internet
• The image would suggest that audience are split up into 3 consumers
6. How I will use this?
• Hypodermic syringe model- this may influence teenagers on dress
sense or an atmosphere of rooms for example a club they may feel its
all fun and dancing and not teach them reality. I need to look at my
target audience such as gender, age, ability.
• Reception theory- My audience are likely to be dominated as I can see
there is no need to do odd videos with the generic music.
• Uses and Gratifications theory- I will rely on the entertainment factor
and the identify factor as it will involve a well known song, the
entertainment will consume the audience as it is original and new.
• Maslow Theory- My media video will involve Maslow third needs of
socialising and fun, the music will help to socialise and give something
to talk about.
