The document discusses several media theories: 1) The Hypodermic Syringe Model suggests that audiences passively accept messages injected into them through media without challenge. 2) Uses and Gratifications Theory proposes that people actively seek out specific media to satisfy needs like identity, education, entertainment and social interaction. 3) Maslow's Theory links media consumption with basic human needs like survival, learning, belonging, achievement and self-actualization. 4) Reception Theory argues that audiences do not always accept messages passively and that factors like gender, age, race influence how media is interpreted.

1. James Coles
Media Studies Theories

2. Hypodermic Syringe Model
• The audience passively accepts a message injected into them
• Informally described as the audience believe anything they hear
• There is a connection between things people hear or see on TV
with what they do in life.
• Example- Children fighting due to console violence
• The audience do not challenge the information because they feel it
is true
• As the picture suggests, it injects
visions into the audience heads
without them having any control

3. Uses + Gratifications Theory
• An approach to understanding why and how people actively seek
out specific media to satisfy specific needs
People only choose media if:
• Identify- being able to recognise the person or product in front of
you
• Educate- being able too acquire, information, knowledge and
understanding
• Entertain- what you are consuming, should give some form of
enjoyment or escapism
• Social interaction- media products should be able to produce a
topic of conversation

4. Maslow Theory
• All humans need some needs in order to motivate themselves
• This linked in with the consumption of media
• 1- basic need in order to survive
• 2- Using media to learn something- documentary's, the bible or
learning guides
• 3- having a sense of belonging, socialising about media, making
friendships form media (Facebook)
• 4- to gain personal achievements- consuming historical subjects,
gaining awards from media, having a reputation
• 5- achieving self actualisation. Learning form a documentary or
completing a book

5. Reception Theory
• Theory against syringe model, some audiences will argue the information they
hear
• Sometimes called preferred reading
• Usually argued based upon Gender, Age, Ability, Race or Sexuality have an
outlook on media
• The theory is becoming popular due to easy access of arguing the theory form
the internet
• The image would suggest that audience are split up into 3 consumers

6. How I will use this?
• Hypodermic syringe model- this may influence teenagers on dress
sense or an atmosphere of rooms for example a club they may feel its
all fun and dancing and not teach them reality. I need to look at my
target audience such as gender, age, ability.
• Reception theory- My audience are likely to be dominated as I can see
there is no need to do odd videos with the generic music.
• Uses and Gratifications theory- I will rely on the entertainment factor
and the identify factor as it will involve a well known song, the
entertainment will consume the audience as it is original and new.
• Maslow Theory- My media video will involve Maslow third needs of
socialising and fun, the music will help to socialise and give something
to talk about.