This theory states that people listen/watch/read media texts and believe every part of every media message they are told. They consume it like a drug straight to the brain. It is the effect of brainwashing someone. If the hypodermic needle model is to be believed, then audiences are passive.
Uses and gratifications:
Jay Blumler and Elihu Katz developed an audience theory that allows us to see what people 'do' with their media rather than what the media does to them.
- Entertainment - diversion or escape from day-to-day routines
- Relationships - where they use the 'text' to form relationships with others, e.g. online communities, discussion with friends.
- Information - learning about the world, learning new things.
- Identity - where the 'text' helps you to identify with something and to reinforce your own values.
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