Media Theories

This post is about the theories of how the media affects our view of society. There are several theories about this, such as:

Hypodermic needle – the media affects a passive audience by ‘injecting’ a message they cannot resist (discredited)

Drip, drip, drip effect – also called Cultivation effect. The repetition of a message in the media has an effect on audience (e.g. reporting about crime heightens fear of crime)

Two-step flow – the media introduces the public to an idea (step one) and the public discuss it with others and reach an opinion (step two)

Limited effect – media reports don’t affect us much as we are literate, sophisticated readers of text

Media dependency – the belief that we come to depend on the media (is this addiction/dependency or just a choice)

Uses and Gratifications

The Uses and Gratification theory is more about ‘what people do with media’ than ‘what media does to people’. It assumes people take an active role in interpreting and integrating media into their own life. The theory states that audiences are responsible for choosing media to meet their needs, and that people use media to fulfil specific gratifications.

Common reasons for media use

Information

-         Finding out about relevant events and conditions in immediate surroundings, society and the world

-         Seeking advice on practical matters or opinion and decision choices (NOT relevant in music magazines)

-         Satisfying curiosity and general interest

-         Learning/self-education

-         Gaining a sense of security through knowledge

Personal Identity

-         Finding reinforcements for personal values

-         Finding models of behaviour

-         Identifying with valued others (in media)

-         Gaining insight into oneself

Integration and Social Interaction

-         Gaining insight into circumstances of others; social empathy (NOT relevant in music magazine)

-         Identifying with others and gaining a sense of belonging

-         Finding a basis for conversation and social interaction

-         Having a substitute for real-life companionship (NOT relevant in music magazine)

-         Helping to carry out social roles (NOT relevant in music magazine)

-         Enabling one to connect with family, friends and society

Entertainment

-         Escaping, or being diverted from, problems

-         Relaxing

-         Getting intrinsic cultural or aesthetic enjoyment

-         Filling time

-         Emotional release (NOT relevant in music magazine)

-         Erotic/sexual attraction