2. TWO STEP FLOW THEORY
This theory suggests that there are different opinion
leaders within groups and more specifically society.
These people are said to be people who influence
other opinions and attitudes of the public and people
around them. This can allow fans and followers to
copy the artist. Artists and bands, due to the
worldwide press coverage, are now global role models
and represent the public in many ways. The music
industry has always been huge but nowadays copying
what artists do seems to happen more often and it has
become more important for music artists to act as
good role models for the public.
3. HYPODERMIC SYRINGE THEORY
This theory proposes that messages and ideas can be
‘injected’ into the audience metaphorically. What this
means is subconsciously, your mind can take in
messages without realising and you can be lead to
believe something you didn’t know you were being
taught. This theory suggests that through this, it can
influence the way you therefore think or/and act. This
is often described as passive audience and, through
today’s advancement in technology, is one of the more
significant and prominent theories.
4. USES AND GRATIFICATION
This theory suggests that audience use media texts in order to fulfil
pleasures and basic needs such as:
1. Escapism
2. Surveillance
3. Personal identification
4. Relationships
5. MASLOW’S HIERARCHY OF NEEDS
This suggests that there are five layers of basic needs that all humans
possess to find ‘comfort’:
1. Physiological
2. Safety
3. Belonging
4. Esteem
5. Self actualisation
