The document provides definitions and explanations of several audience and media theories: The hypodermic needle theory from the 1920s-1930s viewed audiences as passive and unable to resist media messages. The two-step flow theory from the 1940s-1950s found that opinion leaders influence the masses by interpreting media for others. Uses and gratification theory explains that individuals use media for diversion, relationships, identity, and information. The document gives examples of how these theories apply to discussing and sharing a TV show and relating to a song's lyrics about relationships.

1. Y13 A LEVEL MEDIA
Audience Theory
Definition of Audience
The audience is whatall media groups aim their products at,for example the listeners or spectators.
My definition of The Hypodermic Needle Theory
The hypodermic needle theory, which was developed in the 1920’s and 1930’s says thatall audiences are
passive and we have no individual reaction to the mass media,for example the war of the world’s radio play
was aired in 1920’s made people actuallythink that the world was being
invaded by aliens.However in recent times this theoryhas been outdated
and shown to not work.
My definition of The Two Step Flow Theory
Developed by Lazarsfeld and Katz in the 1940’s and 50’s.
First – opinion leaders getinformation from the media sources,for example Matt Ritchie gets a pair of football
boots and says they are the bestin the world.
Second – Opinion leaders then pass the information along with their interpretations to other, such as friends
and family. This will then pass onto the mass audience.
Audiences are active participants and see as an active part of society and will pass information onto others,
unlike the Hypodermic needle theorysaying that they are passive and that we process the media differently.
How the Hypodermic Needle & Two Step Flow theories can be applied:
The two step flow theory can be applied to me because myfriends told me about Breaking bad and I had
watch the firstepisode before butdidn’tenjoy it, they told me to watch through because itgets better and once
I finished thatepisode Ireally enjoyed the show.
Uses and Gratification Theory
Bulmer and Katz explained the theory in 1974 it says that individuals use text for the following purposes:
- Diversion - to escape from everyday life.
- Personal relationships – using the media for emotional and other interactions.
- Personal identity– finding yourselfreflected in text learning behavioural value.
- Surveillance – information which could be useful for living e.g. weather reports,financial news or
holidaybargains.
The song I am going to use for this task is Let It Go by James Bay
Uses and gratification Example How does it appeal
Entertainment and escapism Very normal satin a house with normal
shots and simple visuals throughout
mostof the music video.
This will appeal to people because itwill
make them feel like James Baycan
relate to whatthey are thinking as he is
in such a simple house,making him look
normal.
Personal relationships The lyrics are talking through a break up
and this will be easy for people to relate
to in real life relationships.
This will also appeal to the audience as
they will be able to relate to the lyrics
that he has in the song.
Personal identity Personal identityin this video can be
seen throughoutas he is aiming his
song at people going through whathe
has.
The lyrics in the song are to try and keep
the audience entertained and involved in
the song

2. Surveillance and information The lyrics will be useful for people
because itcould help them get through a
‘tough’ break up because they know that
they’re not alone.