Media Effects Theories

The hypodermic needle model is when people get constantly injected with content on a daily basis, whether the content is pointless or not is another subject. Most of the time time some of it is pointless whereas other parts of it are not. It’s in a similar fashion to a doctor injecting someone with a needle.

Uses and gratification involves how people use content in a different way and how people are gratified by content in a different way. Reception theory is how people receive content and cultivation theory is how people cultivate content. Cultivation theory can also be does the content a person consumes fit into popular culture. Passive or active consumption can involve people passively ignoring content or actively engaging with content.

There are many theories about research and research effects, especially with 16-18 year olds. Things come into it that I have mentioned in previous posts such as primary and secondary research, internet research and questionnaires, but also a new thing comes into it: hand outs.

Preferred, oppositional and negotiated meanings involve people preferring certain content to other bits of content, people opposing certain content, and people negotiating about different content. Participatory is whether or not people participate in a bit on content or whether they participate in an event (that is usually related to a bit of content or loads of content in some way).

This leads me on to my next point about fan culture when fans of shows go to events e.g. fans of the Channel 4 show ‘Hollyoaks’ sometimes go to charity football matches where the stars of the show play football there, and fans of BBC’s ‘Doctor Who’ go to exhibitions, shows, and experiences to meet the stars of their favourite Sci-Fi show. People even get stars signatures and/or photos of/with the stars sometimes, and that goes for both ‘Doctor Who’ and ‘Hollyoaks’. The stars tend to approach the people who look like they meet their target audience the most first, so it’s a stereotypical thing.

Finally, cultural competence is if content is culturally competent, mostly in popular culture. Cultural competence and cultivation theory are closely linked, mostly because they are both linked to popular culture.

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About adambutt2

I am a media student at Bridgwater College and I like Star Wars, Torchwood, Primeval, Atlantis, The Musketeers, Our Zoo, Doctor Who, Hollyoaks, Merlin, Transformers, Marvel, DC, LOTR, Harry Potter and Sherlock :) View all posts by adambutt2

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