LO3- UNIT 6

The hypodermic needle method: This is essentially a media theory in which the media will
‘Inject’ an idea into the media. This can be injecting information, and idea or anything
that the media wants to be heard. The Medias passive audience will just absorb this
information like the media wanted no questions asked.
The history behind this method according to ‘Communication Theory’ website “mid 1930’s
media scholars found the first theory on Media Effects and the Media Behaviours. During
second world wars media plays a vital role in both United States and Germany to made
influence in the people’s mind. The Germany Hitler’s Nazi used film industry for
Propaganda and they produced lots of movies about their achievements which made a
great impact in Germans mind. Later the United States also used its own Hollywood and
produced films like “It’s Happened one night”, “It’s a wonderful life” and Mr. Smith goes to
Washington” to portrait Germany as Evil force which also made impact in Americans
Mind. Here media audience accepts the messages directly without any
rejection.” (Communication Theory, 2017)
A more recent example of the media being blamed for violent behaviour is through the
game Call Of Duty which is a popular first person shooter video game. In 2011 Anders
Brevik commited a shooting in which he killed 77 people. Breivik had trained himself to
shoot people via picking up tricks from call of duty the popular video game.
Another example being The Adam Lanza Sandy shooting in which he believed that call of
duty wanted him to do this. The day before he was speaking to another user on the game
and said “Watch the News tomorrow” the next day was when he shot 20 students, his
mother and himself.
This is something often used by the government to benefit of off, being in the position of
power the government amongst other media plat forms will use the hypodermic needle
method to inject these ideas into its passive audience. This can be done in a more light
hearted way for revenue or in more extreme cases the government using it to make us go
along with their plans.
Ref: Communication Theory. (2017). MAGIC BULLET OR HYPODERMIC NEEDLE THEORY OF
COMMUNICATION. [online] Available at: http://communicationtheory.org/magic-bullet-or-
hypodermic-needle-theory-of-communication/ [Accessed 3 Aug. 2017].
Whilst the hyperaemic needle model does appear valid as the media can be seen to
influence people, for example Donald Trump’s manipulation of the media so win the
election in 2016, there is no solid evidence to support the theory that violent games
encourage violent behaviour.

Uses and gratification theory:

This theory is basically seeking out for a reason as to why people use the media that they
do. Uses and Gratification theory also known as UGT is slightly different to other media
theories in the way that this theory assumes that individuals have power over their own
media usage, rather than assume that individuals are just passive consumers of the media.
UGT explores how individuals consciously seek out a form of media in the hopes of fulfilling
a certain need for entertainment, relaxation or socialisation. (Learning Theories, 2017)
Different types of uses and gratifications include:
- Enhanced Knowledge
This is essentially where you extend your knowledge and gather information on the world
around you. For example you may watch factual documentaries or the news.
- Identity:
If a viewer identifies and relates to a character in a show whether that be for their lifestyle
or personal issues it helps the viewer at home to possibly come to terms or deal with their
own issues. For example someone may watch Hollyoaks because a character is struggling
with their sexuality and the viewer at home may also be dealing with the same thing,
helping them deal with the situation.

- social interaction / companionship

- This is where viewers may take companionship from the show and feel comforted when
watching it. It may replace real social interactions. For example someone may watch
Hollyoaks because it involves the same character in each episode making them feel as
though they are a similar face / friend. It can also be used as a talking point between
friends encouraging real social interactions. For example Eastenders’ tag line was
‘Eastenders, everyone is taking about it”

- Escapism / Diversion:
This is where viewers may use a tv show as a distraction from their real life, whether that be
to wind down or just get away from their problems. For example someone may watch the
avengers as it isn’t very challenging and follows typical conventions of the genre,
meaning that audience members don’t have to pay too much attention . For escapism
someone may watch the Lorde Of The Rings as it has a fantasy element to it with
characters that are elves and ‘orcs’ and hobbits. Far away from every day life and allows
people to escape into that world.

Ref: Learning Theories. (2017). Uses and Gratification Theory - Learning Theories. [online]
Available at: https://www.learning-theories.com/uses-and-gratification-theory.html
[Accessed 5 Aug. 2017].
History: According to Learning theory’s website on uses and gratification theory “Uses and
gratification theory builds off of a history of communication theories and research. Its
beginnings lie in researchers’ studies of radio listeners in the 1940s. Other research at that
time looked into children’s comics and the absence of newspapers during a newspaper
strike. USG history can be described as falling within a series of stages:

Stage 1

In 1944 Herta Hertzog interviewed people who listened to soap operas and determined
that they sought three different types of gratification from this form of entertainment.
These three types of gratification were emotional, wishful thinking, and learning.

In 1954 Wilbur Schramm developed a formula for determining which media an individual
might select all contribute to the foundation for modern developments of this theory. This
formula took into account the amount of gratification an individual expected to get out
of a certain form of media and the amount of effort the individual would have to exert to
get it.

In 1970 Abraham Maslow posited that USG was an extension of the needs he had himself
organized into his Hierarchy of Needs.

Stage 2

In 1969 Jay Blumler and Denis McQuail studied the United Kingdom 1964 election and
categorized people’s motives for watching certain political programs on television. These
audience motivations formed the foundation for their research in 1972 and led to USG
later on.

In 1972 Jay Blumler, Joseph Brown, and Denis McQuail proposed four uses of media:
diversion, personal relationships, personal identity, and surveillance.

In 1973-74 Blumler, Brown, and McQuail were joined by colleagues Michael Gurevitch,
Hadassah Haas, and Elihu Katz. The six conducted collaborative research on how people
viewed mass media.

Stage 3

UGT researchers today are exploring predictive and explanatory possibilities of the theory
by connecting media usage with individual factors. There is particular interest in the link
between why media is used and the gratification received. Overall, UGT has been crucial
to a shift that focuses on the media user and their agency in the field of mass media
studies.

Modern-Day Applications

Today, UGT has more relevance than ever as a tool for understanding how we as
individuals connect with the technologies around us. These technologies span everything
from the Internet to video gaming to mobile phones. UGT research into mobile phone
usage has found that people seek a number of gratifications from their phones, including
affection/sociability, entertainment, and mobility, among others. As another example of a
contemporary technology, when using social media, users can be motivated by factors
like a need to vent negative feelings, recognition, and cognitive needs. Animated news
and entertainment media are just two other examples of media technologies that UGT
researchers continue to explore.”

Ref: Learning Theories. (2017). Uses and Gratification Theory - Learning Theories. [online]

Available at: https://www.learning-theories.com/uses-and-gratification-theory.html

[Accessed 5 Aug. 2017].

An advantage of uses and gratifications is that its brand and gives the audience a little
more credit, assuming that they actively select the messages that they engage with
online the hyperaemic needle model which assumes a passive audience who just take in
information without thinking about it. However it could be argued that a lot of this
engagement is subconscious. For example people identifying with characters is more likely
to be coincidence that by someone actively seeking out those characters.

Reception Study:

Media Fort blog has said “Reception study is similar to the Hypodermic needle method in
the way that they both trying ‘inject’ an idea into the media without much of a reaction
or bringing any attention to that they are doing so.
“Reception Theories is when producers or directors constructs a text encoded with hidden
message or meaning that the producers or directors want to convey across to the
audience. If done correctly the audience will be able to pick up the meaning or message
straight away, but the audience will need to be reminded of the message through out the
film this could be done through character dialogue or actions within the film.
Stuart Hall identified three types of audiences reading messages.
1) Dominant/Preferred
2) Negotiated
3) Oppositional
Dominant is about what the audience wants to hear from people and agreeing, but with
limited knowledge on the subject. One example is political speeches where politicians say
what the public want to hear, like improvements to the NHS and improving public
transport. This could also be more subtle. For example someone might be watching a film
where the husband goes out tot work and the women stays home to look after the kids. A
dominants reading wild be where the audience member doesn’t question this at all as this
meets their expectations of a normal family dynamic.

Negotiated is when the audience questions some elements what they are reading. For
example, a political speech or news broadcast may involve facts or figures that cant be
disputed, but the audience may not agree with the analysis of these facts and draw their
own conclusion. For example 2011 article on Newsone stated that 72% of African
Americans are raised by single parents however, when you look into these statistics,
‘single’ has been defined as not married so this could be engaged couples or couples
who have been together for years. This statistic has been used as it is an eye-catching
headline, but does not really tell the whole story and more savvy readers will not go along
with the preferred reading.
ref: Staff, N. (2018). 72 Percent Of Black Kids Raised By Single Parent, 25% Overall In U.S..
[online] News One. Available at: https://newsone.com/1195075/children-single-parents-u-
s-american/ [Accessed 4 Jul. 2018].

Oppositional is when the audience recognises the Dominant message but rejects it due to
culture or political opinion, as people actively reject any political speech from a party on
any subject and acts as the opposition. When the audience is in this state you can’t get
any message across to them, as they have already made up their mind on a person or
subject.” (Media Fort, 2017)
Ref: Media Fort. (2017). Reception Theory. [online] Available at: https://
mediafort.wordpress.com/2013/07/01/reception-theory/ [Accessed 6 Aug. 2017].

For example as Trump declares all media as ‘left wing’ his supporters will automatically
dismiss the media as ‘fake news’ and unreliable.
This theory takes theory takes all potential responses into account, whether you agree or
disagree. However sometimes the messages put out and interpreted by the viewer may
not always be what the producers intended to put out or may be something that they
hadn’t even realised they were saying.

Passive or active consumption:

Passive consumption is where the viewer does not have any second thought on the
information being given to them, they will either absorb it or it’ll just go over their head.
Passive consumption can be linked with the hypodermic needle model as it is a passive
audience that will readily except the information being ‘injected.’
“A passive consumption is when the audience doesn’t engage or question the media
message but just accepts it.”  (Media Fort, 2017)
According to the Media Fort website “An active consumption is when the audience will
engage and discuss media messages that comes across to them and sometimes question
the media messages through life experiences. Others may interpenetrate the message in
a different way or question it, by doing this the audience won’t be as suggestible to tell
them what to think. Shows like ‘Question Time’ like to get politicians and journalists on the
show to discuss worldwide issues and domestic issues, the audience who ask the questions
are more active due to the deep discussions they have with the panel than people sitting
at home. However people at home can interact with Tweeter with the panellists and
create debates, so Home viewers become less suggestible and more active as they can
get involved in debates.
A weakness in this theory is that a consumer may switch between being active or passive
depending on what they’re watching and why they are watching it. Its a little simplistic to
label them as just one or the other.

Moral Panic:
“A term popularised by Stanley Cohen to describe a societal overreaction to a certain
group or type of behaviour that is taken as symptomatic of general social disorder. Moral
panic often arise around events that are in fact relatively trivial in terms of the nature of
the act and the number of people involved. Anthony Giddens (2009)”
Ref: Ablak07.blogspot.co.uk. (2017). Culture, Society and Creative Media. [online]
Available at: http://ablak07.blogspot.co.uk/ [Accessed 18 Aug. 2017].
Essentially a moral manic is when the press (being news, broadcasters or just general
media) say/write something that sends the public into panic. An example of this is could
be say if there has been two murders in a town, if the press were to describe this situations
as a serial killer on the loose this would obviously send the public into panic.
Some examples of previous Moral panics over the year in 2012 that have been gathered
by The Guardian.
Example one :
“The feckless poor.”
While Vodafone avoided paying any corporation tax in the UK, rightwing tabloids
remained full of the likes of Latvian mother-of-10 Linda Kozlovska, who was demanding a
bigger council house; "scrounging Dad" Paul Tolley, who refused to work on account of
claiming £30,000 a year; and Teresa Bystram, who according to the Sun "took three of her
eight children on a 550-mile trip to Raoul Moat's funeral" and gets £33,000 a year. Summer
saw this apocalyptic portrait of a feckless underclass satirised – or was it endorsed? – by
Martin Amis in his novel Lionel Asbo.” (Needham, 2017)
This would be an example of moral panic as could lead portions of the population to
believe that they are at risk from “Benefit Scroungers” which could result in people treating
each other differently which would be unfair.
Ref : Needham, A. (2017). Moral panics of the year. [online] the Guardian. Available at:
https://www.theguardian.com/lifeandstyle/2012/dec/27/moral-panics-of-the-year
[Accessed 23 Aug. 2017].

Another example would be violent video games like Call of Duty or Grand Theft Auto
have often made appearances in the media as school shootings or violent crimes have
been linked to them. As discussed before Anders Brevik reportedly used call of duty to
train himself before his mass shooting. This sent the public into panic about the influence of
violent games especially on those who are more impressionable.

A strength in this theory is that the subject at hand may need to be panicked about it may
be something that has needed to be brought to the publics attention. However this is a
tool often used by the media to get clicks. So the subject at hand may not actually be
something to panic over. This may result in the government cutting out things like violent
videos games when it may not be necessary.