Time for a new audience model?

Year 13 this week applied Marxist theory and Hegemony to audiences, allowing us to revisit some audience theories (Both credited to Katz & Lazarsfeld, 1955); namely…

The Hypodermic Syringe model:

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Here audiences are ‘injected’ with representations, values & ideologies directly from institutions – such methods are used in propaganda materials, for example. Continue reading “Time for a new audience model?”

Media Theory in essays & exams – how & why?

Time and time again I tell my classes “Use theories, examiners love that!”, and whilst this may be true (and probably quite obvious), it is no use just showing that you know media theories for the sake of it.

The whole point of inserting theories into essays & exams is to demonstrate understanding, but the common misconception here is that just by dropping in names of theories such as The Hypodermic Syringe, Hyperreality or Uses & Gratifications, you may think you are demonstrating understanding, but what you really are doing is demonstrating knowledge, which is something else entirely.

So, what’s the difference?  Continue reading “Media Theory in essays & exams – how & why?”