1. Theory:
HypothermicNeedle Theory
Theorists:
Paul Lazerfeld andHertaHerzog
What isthe theory?
The theory suggeststhatwe as people are unable tochoose whichinformation we reject.
The theory is appropriately namedasitis theorised thatideasandopinions canbe injected
intous. Itis not upto us whetherwe agreedandbelieve the information. The theory came
intoexistence atthe same time asmassive advancements incommunication become
common. Radio, television andfilmwere becomingmassively successfulandinfluential.
People imaginedthatithadthe ability todirectly impose opinions onpeople, thiswas
concerningforsome. The theory waswidespread inthe 1930s whenfilmwasbecominga
global medium. There hadbeenprevious use of propagandaduringthe second worldwar
that demonstrated thatfilmhadthe ability topersuade peopleintoacertainpointof view,
the difference isthatpeoplewhobelieve thistheory thoughtthatthe persuasion couldnot
be resisted. The Nazisusedanti-sematicpropagandaandthe Americanmade cartoons
demonisingthe Japanese.
Doesthistheory see the audience asactive orpassive?Why do youthink this?
Withinthe belief of thistheory the audience isseenasfullypassivewithnocapacity for
independentthinking. A passive audience will have noparticipation inthe information they
are receiving. Today inelections theremightbe astudioaudience presentatthe debated
whoare able to participate, thisisanexample of anactive audience. The opposite wouldbe
a passive audience. Forexample if the debatewasscripted andshown inatan eventthat
was notaccessible forthe publicthiswould be stronglypassive. The HypothermicNeedle
Theory suggeststhatthe people are unable toforman independentview andtherefore the
publicare pumped withinformation withnoopportunitytochallenge the perception.
What are the criticisms of thistheory?
The theory is ratherfanatical. There isnoreal evidenceforthe theory andforthe mostpart
people donotbelieveit.The theory hascertainly fizzled outovertime ascommunication
has become more accessible foreveryday people. The internetallowsopinions tobe passed
around globally peopleoftenstate theiropinion anddebate opinion vsopinion. The fact
that thiskindof debate can occur is proof enough thatthe theory isfalse/difficult to
believe. Evidence forthe theory relies onpeople consumingthe same formsof mediaatthe
same thisor the testwill notbe a fairone.
Apply the theory:
A 24 yearold manin Canadacommented ahorrificmurderthat drew parrales withhow the
murders were filmedinthe movie “Scream”. Thierry Jaradinissaidtohave stabbed the
female victim30timesina simlarmannerto the film, he alsodressed inthe entire
ghostface thatis seeninthe film. Thisisanexample of thistheory asitshows that he was so
takenby a formof mediathathe replicate the eventshimself. Howevertocommitan
atrocity like thisandtry and replicate acharacter itseamshe idolised showsthathe was
mentally unstable.
2. Theory:
Uses andGratifications theory
Theorists:
HaroldLasswell, BulmerandKatz, DenisMcquail. These are three variationsof the same
theory.
What isthe theory?
Thistheory isvastly the opposite of the Hypodermicneedle theory. Thistheory suggests
that people are able topickand choose frominformation presented tothemviathe media.
The theoryinfersthatpeople consume mediaforareasonthat will allow themtogain
something. These gainshave beensplitintofourcategories withinthe theory. Information;
withinthisbracketisto gainknowledgeof the worldaround us, advice we mayneed,
curiosity andlearningandself-education. Thisinformationbracketcanbe composed of
news, articles, tutorials(maybe online), books. Informationsurrounds usinthe media.
Howeverunlikethe Hypodermic needle theory it is though that people can choose to
believe and live by only the information they deem fit for whatever reason.
Another category is the entertainment category which covers everything we might
do to escape, be diverted by or enjoy to relax. Integration and social interaction
this can help to gain a sense of community, for example forums and radio stations
that we relate to as people. Finally people find that forming an opinion of their
own can help to reinforce ideals and personal identity. Ask yourself the question
do i agree with this? or what would i do? The theory has been created in three
different ways to try to understand why people use media.
Doesthistheory see the audience asactive orpassive?Why do youthink this?
Thistheory isvery personal tothe the individual. Whatdoes anindividual findentertaining
or agreeable. Ateachof the four categories previously mentioned there isachoice tobe
made. Do youpeople rejectinformation maybeitisanalinementof viewsandthenthe
individualcanchose to act uponthat. Thismakesthe audience inaway active. Butthat is
the whole point, they are able tochoose whichelementsof the mediathey consume.
What are the criticisms of thistheory?
The mediahas the ability topersuade thatmuchis certain. Informationcanbe presented
and therefore adecision isthere tobe made. Howeverinformation canbe presented ina
way that denotes only one logical conclusion. The theory doesnotconsiderthis.
3. Apply the theory:
People expressingconflictingopinions isnotarare thingto see. Especially whenitcomesto
mediathatis classedasentertainment. Some forms of mediaare analysed anddiscussed to
the extreme. Someone maysay thatthe new hobbitfilmswere createdwithtoomuchuse
of CGI, while othercanargue thatthey like the artisticdirection ithasgone. Thisisa good
example forthe theory asitshows that twopeople are able towatch and consume the
exactsame mediacontentandform differentviewsandconclusions.
Theory:
Reception Theory
Theorists:
Stuart Hall
What isthe theory?
When information is shown to an audience it is shown in either an encoded or
decoded state. Encoded media is when the there is a definite message that they
want the audience to get out of the presented media. A newspaper is a good
example as the idea is to report information with no room for the facts to be
challenged. A decoded form of media will present the information with multiple
viewpoints to walk away with. This can come in the form of a song lyric or line in a
film as examples. The theory created by Stuart Hall suggests that when people are
presented with information they can make a conscious decision as to how they
respond to the information. He decided that there are three possible responses to
information presented to them, in most forms of media there is a certain degree of
opinion inserted into facts that are presented. This affects the three responses that
the theory suggests exist. They are as following preferred, negotiated and
oppositional. A preferred response is when the reader understands and agrees with
the message presented. Whereas oppositional is when the individual’s response is
to disagree with the opinion given to them. The negotiated response is half way
between the two. This is when some information is accepted and other information
is rejected. In negotiated response there is some level of agreement. The response
from the audience member is dependant on his or her own point view on the
subject matter. Points of view can be formed from past experience and upbringing,
therefore there is a definite audience that will agree with certain opinions based on
demographics such as age, gender, class, religion, where he or she grew up and any
other factor such as this.
4. Doesthistheory see the audience asactive orpassive?Why do youthink this?
The audience isactive accordingto thistheory. They canchose whichinformation they
agree withand rejectotherselections of the same information. Thistheory suggeststhat
the audience isable topickand choose and evenfindhalf waypoints. Thismakesthe
audience active intheirdecision tobelieveorrejectopinions. There will be passivepeople
withinthe audience thatwill believe information they are givenwithlittlequestion. The
ideaisthat each of us are individuals andcanchoose toalignourselves withasimilarview
pointor not.
What are the criticisms of thistheory?
Messages that are presentinmediathatare there forthe purpose of allowingthe audience
to decode themleavesthe possibility openthey whenwillmisunderstand ormisinterpret
the information. Misinterpreted information canhave the potential tocause problems on
any level. Forexample promisesmade bypoliticians canoftenbe misunderstood whichcan
cause people tovote infavorof them, whichlaterturnsout tobe false.
Apply the theory:
A goodsource of debate isonline. Lookingatthe Guardian’s website thereisasection
where reporters will state theiropinion inanarticle. Scrollingdownthere isasectionwhere
we can see whatpeople have commented onthe article, givingtheiropinion. The article I
have found iswrittenbyPolly Toynbee. She feelsthatwe have been “betrayed”bypolitical
leaders,she alsoaccuses Corbynof beingthe leadera“weak opposition”. Thishasof course
produced a large amountof opinionated responses inthe commentsection. One user
commented, “Yawn. More leftwingrubbish fromPT”, thisshows thatthe userisin full
opposition withheropinion, he/shedoesnotagree withToynbee’s opinion. Whereasthis
useris more inpreference toToynbee’s opinion “Asayoungpersonwhovotedin, I feel
betrayed byLabourfor staginga coup at a time whenthe country needs leadership anda
strongpositive narrative”.“WhileIagree thatJeremy Corbynwasn’tthe bestlabourleader
we’ve everhad’ Istill feel thatuse of the word betrayal ismoronic”thisfinal quote shows
someone whoisinagreementwithsome of the opinion inthe article anddisagreement
withotherbit. Thisis a goodexample of anegotiated response.
