Audience Research

> Hypodermic Needle Model

> Uses and Gratifications model

The idea that mass media is “Injected” into audiences

minds, and that researchers are able to manipulate their

audiences.

Counter argument to the “Hypodermic Needle Model”

Suggests that audiences aren’t manipulated and have choices

(Magic Bullet Theory)

Hypodermic Needle Model

This theory insinuates that the media has huge power and major influence

over audience’s. At the earlier stages of media development in the 40’s and 50’s media was seen to have a great

influence on behavioral change within audiences.

Factors such as the rapid increase in radio and TV popularity and

advertisements as well as propaganda taking place contribute to the “great

influence” theory of media communication.

This theory implies that huge amounts of people can be directly influenced by the mass

media by being “shot” or “Injected” with certain messages that would trigger the

wanted response. It also suggests that the population has no control whatsoever and is

powerless over the media. That we are “sitting ducks” and have no choice but to believe what

we are told as there is no other source of information to rely on. This theory eliminates humans free will as far as media is concerned.

This theory was tested on October 30th, 1938 when a showing of “War of the Worlds” was interrupted by a

broadcast stating that an alien invasion had taken place in Grover’s Mill – New Jersey.

Out of the approximated 12 million people that viewed this broadcast, about 1 million of these actually believed

that earth was being invaded and went into a state of frenzy which included the raiding of shops and road

blockages etc.

Uses and Gratifications Model

This theory contradicts the Hypodermic Needle theory and focuses on how the population can use the media

rather than the other way around.There are five categorized “needs and gratifications”

for people:

Cognitive NeedsAffective Needs

Personal Integrative NeedsSocial Integrative Needs

Tension Free Needs

Cognitive NeedsSome people have a need of media simply because

of their thirst for knowledge, however not everybody has this reason. Some people will watch

quiz shows to build on the knowledge that they have whilst others will take to the inter-web for

unlimited hours of knowledge gaining.

Affective Needs

This need is used in order to satisfy emotions e.g. if people are in a certain mood, be it

sadness or joy the things they watch will tend to these emotions – If you are happy you would watch a film that would make you laugh, if sad it would make you cry etc.

Personal Integrative Needs

This is where people may use the media in order to adapt their lifestyle, thus gaining credibility. They

would also use it to reassure themselves that

they have a status in today’s society e.g. people

would watch adverts presenting watches,

furniture, games consoles etc. then go on to buy

these things as an act of reassurance.

Social Integrative Needs

People use media to simply socialize e.g. social networking sites are used to keep in touch with friends. Families watch television together rather than sitting

down and having a chat etc.

Tension Free Needs

This is where people use the media in

order to escape from stress and tension e.g. some people

may watch the news to relieve themselves whilst others might scan through the internet. Peoples

individual differences use

media to tend to this need.

> Hypodermic Needle Modelhttp://www.utwente.nl/cw/theorieenoverzicht/Theory%20clusters/Mass%20Media/Hypodermic_Needle_Theory.doc/(Katz & Lazarsfeld (1955)

Research References

> Uses and Gratifications model

http://communicationtheory.org/uses-and-gratification-theory/