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Desensitation Theory – is the theory of audiences accepting more grotesque or violent things in media as norm because audiences become more desensitised by these images and ideas.
This is a very sound theory as it is seen as years progress audiences progress from being scared when sitting in on Hitchcock’s ‘Pcycho’ to sitting expressionless after Paranormal Activity 3 because we’ve seen these things time and time again. This is more likely because we get bored of horror films and no longer give you that ‘jump scare’.
Other things like sex are also much more commonly seen in television and film. We no longer feel sensitive because they become more common everyday as time goes on in a world with so much entertainment and media.
Hypodermic Needle Theory – This is the theory that what the media presents to you will have the single direct reaction they aimed for by everyone. This is entirely untrue in every case as everyone thinks in different ways and believes in different things. Even when there should be an overall similar opinion and the subject is very uncontroversial there will always be someone against it possibly because they were raised to believe different things from their parents, religion, culture or friends. It can just be something they choose to believe themselves for whatever reason (maybe no reason).
Maslow's Hierarchy of Needs - He stated that people are motivated by needs and once they've achieved those needs they move on to another. The deficiency is the chart that shows these needs as the ones we depend on are further down and the ones we can need least. Physiological calls on the most basic human need for living are natural unconscious desired that is created not by ourselves. e.g. eating, breathing, sex. Safety has to do with feeling secure like employment and resources so we can live comfortably and be free. Need for friends and family come after followed by confidence and respect and finally self actualisation meaning what defines you as you like beliefs and abilities. This does make sense to a degree but occasionally you yourself put somethings like life after other things like family. People can consciously make to put the needs of physiological needs after what they believe, which is the demise of the human race, but defines what humans are. I believe if it only included only the conscious needs rather than physiological this could make more sense because our own needs are on a different spectrum and whether people would sacrifice these desires over the ones above are different from person to person.
Two-Step Flow Theory - This is the idea that the media most likely chooses the ideals and gimmicks for 'opinion leaders' and they in turn tell you these ideals and information for you to believe because they have a level of trust with you already for whatever reason. In can also going the way of opinion leaders adopting these ideals as well rather than be told. Opinion leaders are normally people or publications that people hold in high regard for their opinions or are knowledgeable in factual information giving you complete trust in their field of knowledge. An example of two step flow would be that a computer technician that works for a company might be required to sell certain brand of antivirus to a customer when repairing their computer or suggesting technical support. this gives the end-user the impression that this is a very good antivirus for whatever advertised reason. More obvious and effective examples are during adverts with celebrities or when these celebs post opinions on twitter. People will follow these idols because they love them for something else regardless on how knowledgeable they are on the subject. This is a very believable theory though measuring this could prove difficult on whether this is entirely true as I have been influenced in the way that I think and the product i use by opinions leaders.
Uses and Gratifications Theory - This is similar to Maslow's theory but is better related to media and audiences. This talks about peoples need when it comes to media and less about what the media does for and and more about what we do with any form of media. the theory talk about specific needs we have when it comes to media which are education and information, entertainment, personal identity, social interaction and escapism. Each of these are most likely why we choose to consume media and makes the us active consumers rather than passive ones giving us power on how much and what specific media we allow ourselves, want or need. This works much better than most theories on media because it is about the audience having a choice and that we choose what we want to consume. I believe the theory works well in this current age as it includes social interaction through media and escapism which are more closely related to video games. It shows it goes over a much more broad range of media than just films and news and the like. personal identity is also very important because i believe this means our personal reactions to certain subjects that happen most commonly about controversial subjects on the internet. Sometimes we want to look at something that is very controversial more than to be informed but to have our own opinions and express those opinions and this makes up how media can make our personal identities or maybe people find their morals from watching a film and TV series and connect personally with a character like a role model as well as real life role models.
This is a very sound theory as it is seen as years progress audiences progress from being scared when sitting in on Hitchcock’s ‘Pcycho’ to sitting expressionless after Paranormal Activity 3 because we’ve seen these things time and time again. This is more likely because we get bored of horror films and no longer give you that ‘jump scare’.
Other things like sex are also much more commonly seen in television and film. We no longer feel sensitive because they become more common everyday as time goes on in a world with so much entertainment and media.
Hypodermic Needle Theory – This is the theory that what the media presents to you will have the single direct reaction they aimed for by everyone. This is entirely untrue in every case as everyone thinks in different ways and believes in different things. Even when there should be an overall similar opinion and the subject is very uncontroversial there will always be someone against it possibly because they were raised to believe different things from their parents, religion, culture or friends. It can just be something they choose to believe themselves for whatever reason (maybe no reason).
Maslow's Hierarchy of Needs - He stated that people are motivated by needs and once they've achieved those needs they move on to another. The deficiency is the chart that shows these needs as the ones we depend on are further down and the ones we can need least. Physiological calls on the most basic human need for living are natural unconscious desired that is created not by ourselves. e.g. eating, breathing, sex. Safety has to do with feeling secure like employment and resources so we can live comfortably and be free. Need for friends and family come after followed by confidence and respect and finally self actualisation meaning what defines you as you like beliefs and abilities. This does make sense to a degree but occasionally you yourself put somethings like life after other things like family. People can consciously make to put the needs of physiological needs after what they believe, which is the demise of the human race, but defines what humans are. I believe if it only included only the conscious needs rather than physiological this could make more sense because our own needs are on a different spectrum and whether people would sacrifice these desires over the ones above are different from person to person.
Two-Step Flow Theory - This is the idea that the media most likely chooses the ideals and gimmicks for 'opinion leaders' and they in turn tell you these ideals and information for you to believe because they have a level of trust with you already for whatever reason. In can also going the way of opinion leaders adopting these ideals as well rather than be told. Opinion leaders are normally people or publications that people hold in high regard for their opinions or are knowledgeable in factual information giving you complete trust in their field of knowledge. An example of two step flow would be that a computer technician that works for a company might be required to sell certain brand of antivirus to a customer when repairing their computer or suggesting technical support. this gives the end-user the impression that this is a very good antivirus for whatever advertised reason. More obvious and effective examples are during adverts with celebrities or when these celebs post opinions on twitter. People will follow these idols because they love them for something else regardless on how knowledgeable they are on the subject. This is a very believable theory though measuring this could prove difficult on whether this is entirely true as I have been influenced in the way that I think and the product i use by opinions leaders.
Uses and Gratifications Theory - This is similar to Maslow's theory but is better related to media and audiences. This talks about peoples need when it comes to media and less about what the media does for and and more about what we do with any form of media. the theory talk about specific needs we have when it comes to media which are education and information, entertainment, personal identity, social interaction and escapism. Each of these are most likely why we choose to consume media and makes the us active consumers rather than passive ones giving us power on how much and what specific media we allow ourselves, want or need. This works much better than most theories on media because it is about the audience having a choice and that we choose what we want to consume. I believe the theory works well in this current age as it includes social interaction through media and escapism which are more closely related to video games. It shows it goes over a much more broad range of media than just films and news and the like. personal identity is also very important because i believe this means our personal reactions to certain subjects that happen most commonly about controversial subjects on the internet. Sometimes we want to look at something that is very controversial more than to be informed but to have our own opinions and express those opinions and this makes up how media can make our personal identities or maybe people find their morals from watching a film and TV series and connect personally with a character like a role model as well as real life role models.