Media Theories

Hypodermic Needle Theory, Users and Gratification, Reception Theory, Persuasive Techniques. 

The Hypodermic Needle Theory ‘injects’ ideas, messages and attitudes into an audience after viewing something on the media. The media could be social media (eg- Facebook, Instagram), TV and Radio, or a magazine and newspaper. 

It is known as an influential theory that controls people’s thoughts because we believe what the media has to tell us. However, this isn’t always good because the media could be lying to us.  

This Theory could be useful for my FMP because when I am researching for my project I could come across stumbles where an article could include false information. As I am creating a fashion magazine, the hypodermic needle theory could inject to my readers that they must buy the clothes that I advertise. 

Uses and Gratifications are how an audience uses and consumes the media. It is portrayed within 4 different ways – Diversion, Personal Relationships, Personal Identity, Surveillance.

Diversion is a way of diverting minds from the pressure of everyday life

Personal Relationships is for companionship

Personal Identity is to compare and contrast themselves and their lives with the characters 

Surveillance is to inform and educate themselves. 

I feel as though for my FMP that my readers will at least refer back to one of these users and gratifications. A reader may want to read my magazine to relax and feel like they can read something in their interests that they can get away from life. A reader may read my magazine because they want inspiration or want to educate themselves by reading the articles included in my magazine. 

Reception Theory is how the audience interprets what they see and read. They take further factors into their arguments. It is encoded with a certain meaning or message through:

Dominant/Preferred – where an audience reads/watches the media and agrees with the producer.

Negotiated – an audience isn’t particularly affected by the media, they don’t agree nor disagree. 

Oppositional – This is where the audience opposes n the meaning of their own beliefs. Some organisations are used to regulate the media to make sure the media is appropriate EG – PEGI, Ofcom. As well as these there are special measures agencies such as certifications, disclaimers and warning, parental advisory and helplines.  

I feel as though this helps me with my FMP because when researching into magazines I can choose whether I agree or disagree with the producer. Also, when I create my magazine, readers will be able to justify what their views are on my magazine too. 

Persuasive Techniques are skills to have in mind when creating a product, especially an advertisement. There are three different ways this is done:  Ethos, Pathos and Logos

Ethos - shows credibility and ethics sometimes through expert advice

Pathos - shows emotion and feeling towards an audience

Logos - has logic and reasoning sometimes including stats

In my FMP I will include all these because I will give expert advice through my articles and portray feelings and emotion through fashion images that Include in my magazine (eg – a reader will want to buy a product that I am advertising in my magazine)

I will also include stats when telling my readers where to buy a piece of clothing from as well as including the price.