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Audience Theory

By Shaquille Paris Morgan. Audience Theory . What is the Hypodermic needle model?.

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Audience Theory

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  1. By Shaquille Paris Morgan Audience Theory

  2. What is the Hypodermic needle model? • Hypodermic needle theory is mainly about the implied mass media which has had a direct, immediate and very powerful effect on the audiences. these mass media back in the early 1940s and the 1950s was quite perceived as a very powerful influence within the behaviour change. there are also several factors which have contributed to this, such as the "strong effects" theory of communication, and they also include these: • The fast rise and popularization of radio and television. • The emergence of the persuasion industries, such as advertising and propaganda. • The Payne Fund studies of the 1930s, which focused on the impact of motion pictures on children.

  3. What is the Uses and Gratifications model? • The uses and gratifications theory is mainly just an approach to help people actually understand why and how most of them seek out a specific media, which will satisfy their specific needs. The UGT is an audience centered based approach to understand the mass of communication. They diverging from all the other media effect theories that ask the same question "what do media do to people?" and the UGT just focuses on "what do people do with media?"

  4. How could each be applied to music videos? • The ways Hypodermic Needle Models and Gratification models are applied in music videos are as followed: • Hypodermic needles are used in music videos to entertain the viewers but this isn’t mainly in a good way. They can be shown by actions of the artists body movements/language and also through their lyrics and at some points it can be very unacceptable, especially for young children. • On the other hand, Gratification models are quite different, by watching a music video you will understand that there are different ways of doing things so its much more appreciate for the viewers to watch, especially for the children who are watching their role models.

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