The hypodermic needle model:
- Suggests we are all the same and we all react the same way - we soak up messages without question
Uses and gratifications model:
- Suggests audiences are much more active than the hypodermic needle model would suggest
- It suggests that an audience chooses media for their own specific needs and desires
- Personal relationships - social interactions e.g something to talk about with others
- Surveillance - educational purposes or to solve problems
- Personal identity - forming opinions, understanding ones self, influencing behaviors
- Diversion - entertainment, escape, habit, passing the time
Consider your own use of the media
Can you apply any elements of the uses and gratifications theory to your own consumption of the media?
Do you consider yourself active or passive? Does this vary depending on the media format you are decoding?
Music:
- My own playlists which include songs i like and would prefer to listen to
- Radio is pop culture but my favorite artists aren't in the popular culture
- Playlists on youtube, spotify, other phone apps
No comments:
Post a Comment