Audience

1. Theory:HypodermicNeedle Model
Theorists:AlexanderWood
What isthe theory?
The hypodermicneedle model suggeststhatmediamessagesare directlyreceivedand
acceptedbythe audience.Itimpliesthatmassmediahada direct,immediate and
powerful effectonitsaudience.The theorysuggeststhatanaudience will simplydoasitis
told.It suggestsapassive audience;one thatdoesnotapplyitsown thinkingtothe
messagesthatitreceives.The theoryhasbeenlargelydisprovedandmore complex
theorieshave beendevelopedwhichtake intoaccountthe audience's abilitytomake
rational judgementsbasedontheirownexperience.
Doesthistheorysee the audience asactive orpassive?Whydo youthinkthis?
The hypodermicneedle model assumesthataudiencesare passiveastheydonot apply
theirownideasandexperienceswhenconsumingmedia.
What are the criticismsof thistheory?
There are a fewnegative effectsof thistheory.Firstlythere isanexposuretohate
journalismbecause of the factthatthistheorysuggeststhatmediamessagesare directly
receivedandacceptedbythe audience.A secondcriticismof thistheoryisthatthere isan
exposure tofalse orsensational information.Thistheorywill leadpeople tobelieve
anythingthatthe mediatellsthemtoo,whichwill leadpeople tobelievingwrong
informationwhichcouldalsobe quite dangerous.Thisisbecause itwasfeltthatthe
general publiccouldeasilybe influencedthe changingtheirbehaviourbasedonwhatthey
consumed.
Applythe theory:
An example of thistheorycomingtoplayiswhenafrenchterroristplayedCall Of Duty
before embarkingonbrutal killingspreeof seven.A storyof thiskindisthe secondhigh
profile massmurder, afteritfollowsanorwegianmasskiller'sclaimsthathe trainedonthe
game.Incidentslike thisare oftenblamedonsome formof mediaconsumption.Onthe
otherhand thistheorycan alsobe successful asin1938, the now-infamousradio
dramatisationof the science fictionnovel ‘warof the worlds’byHG wellswasperformed
like acontemporarynewbroadcast,a technique thathadbeenusedtoheightenrealism
and dramaticeffect.Howeverasaudienceslistentothisstimulationof anewsbroadcastas
it occurredevery40 minutessome people concludedthatitwasinfact a real account of an
invasionfrommars,headedtothe roads,hidin homesandloadedtheirweaponsinan
attemptto defendthemselvesagainstthe supposedimminentattack.