Effects Models

Hypodermic needle theory

Our music video injects ideas and beliefs into the audience. The problem with this theory is the fact that everyone thinks differently therefore and the audience are affected in different ways by the media.

Two step flow

The audience would be much more affected by the media if it was discussed.

Our music can be watched and discussed with other people. We would have a bigger audience too.

If this video link was shared on facebook or YouTube, and the media text is good then more people will talk about the text and we would get more audience and feedback.

Uses and gratification

Media and technology has advanced and the new generation have grown up with the TV, bill boards, phones etc.

Media can be used in four different ways.

1.       Diversion – this is escape from everyday problems and routine. For example you decide to watch something on television and an advert pops up. Another example is driving on a daily basis and you see and an advert on the bill boards that divert your attention.

2.       Personal relationship – using media for emotional and other interaction.

3.       Personal identity

4.       Surveillance -

Audience Theories

Audience Theories

Consumption of media

Primary media: you chose to do something for example going to the cinemas. Primary media demands close attention and concentration from audience.

Secondary media: provides a background audience who are doing something else at the same time for example texting while listening to the radio or watching TV.

Tertiary media: media being around you however it might not be noticeable straight away. For example adverts on the bus. Tertiary media is when you’re unaware of your engagement with the media.