Hypodermic Needle Theory
- Created by E.D Martin
- The idea that media has a powerful, direct impact on the audience.
- We can't help but be effected by the media that we are exposed to and it shaping our outlook on different situations.
- It has links to propaganda which is the media loaded with a certain ideology.
- It has a negative outlook on the people it effects, it assumes that people aren't clever meaning they don't like to think for themselves.
- An example of this theory is using the same slang as someone from a TV show because you aspire to them.
Uses and Gratifications
- Created by Blumer and Katz
- It gives reasons as to why people buy and watch certain things.
- Includes popular culture and higher culture books, films and clothes.
- Uses for which people have for media artifacts, there are 4 uses:
- Escapism-You watch and buy things to take or divert attention from the mundane everyday stuff as well as the important things.
- Personal Relationships-You buy and watch things to develop a relationship with something such as a characters, book or trilogy.
- Personal Identity-The taking of aspects of their identity from the media and the people from it. It can come from a variety of things.
- Surveillance-That people gain an understanding of the world around them from the media artifacts around them.
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