1. The hypodermic needle theory is the idea that media is like a
syringe that injects beliefs, ideas, and attitudes into the audience.
In some cases this theory works
Research has shown that
watching violent crimes
can make you violent. However….
People are affected in
different ways by the
media, therefore cannot be
‘injected’ with any specific
idea, belief or attitude.
Audiences are also now
aware of the media’s
attempts to ‘inject’ ideas
into them.
For example: watching Power
Rangers causes playground fights.

2. According to the Uses and Gratification Theory we all use the
media differently and make our own choices over what we want to
watch.
We all expect something from the use of
our media. These are the things we do
expect:
Information
Satisfying our curiosity. Finding out
iPie
about the world and society.
Personal identity
Finding models of behaviour. Finding
reinforcement for personal values
Integration and social interaction
Identifying with others, which gives us a
sense of belonging.
Entertainment
Filling time. Relaxing.
Escaping from problems

3. The two step theory shows that we are more likely to be affected
by the media if we discuss it with others.
Our own opinions are affected
by how our friends have
viewed the media.
An opinion leader is one who
as viewed a piece of media
and then shares their
interpretation of it with
others (opinion receivers)

4.  According to Stuart Hall, audiences can have three
different reactions to a media text:
 Preferred reading: how the director wants the audience to
view the media text.
 Negotiable reading: when the audience rejects the
preferred reading, and creates their own meaning of the it.
 Oppositional: where the audience accepts parts of the
implied views, but also has their own views on parts as well.
 - Hall views the audience as both consumers and
producers of texts : as in the consumer negotiates the
meaning and what is perceived through what they are
seeing.(Encoding and Decoding)
 Stuart Hall's theory used the 'Mirror stage' function to
explain how we used contemporary media(social
networks) such as Facebook to re-present and reproduce
ourselves the way we want to be seen. (Making us both
producer – consumer.)
 - Stuart also suggests that consumers of media they see
what they want to see.

5. Blulmer and Katz theory is based on individuals
reasons on why they become audiences. They go
on to look at ‘what people do with media’ instead
of ‘what the media does to people’. Going on to
state that the audience are not passive but take
and active role in what they take into their lives,
meaning that audience are in control of what they
view.
 They came to find that individuals moved
towards certain forms of media because of;
 Diversion - escape from everyday problems and
routine.
 Personal Relationships - using the media for
emotional, substituting soap operas for family life
 Personal Identity - finding yourself reflected in texts,
learning behaviour and values from texts
 Surveillance - Technical information I.e. weather
reports, financial news