Tuesday, 4 March 2014

Uses and Gratifications Theory vs Hypodermic Needle Theory



I learnt about two theories, one claims that the audience is passive and completely powerless, they are 'injected' with meaning and information by texts and it will have an effect of influence on them and the audience have no control over it, this is called the Hypodermic Needle Theory. The second claims that the audience is active and they get something out of texts. It suggests that there is a set of reasons as to why people will watch/read a text; diversion, escapism, informational, pleasure, social identity and sexual stimulation. This is called Uses and Gratifications.

The Hypodermic Needle Theory is very outdated and I do not expect my audience to instantly understand and take in what my initial meaning is. In fact I want quite the opposite, I want my audience to find many different reasons to watch my text(much like in the Uses and Gratifications theory) and I want them to have their own interpretation, I believe that they are very active and can come up with something beyond anything I'd even thought of. I find that if the text is quite open then more people can relate to it because they can almost see what they want to see or see what they wish to relate to, obviously I have an preferred reading but it's more of a guideline and the more my video is watched the closer the audience should get to my interpretation. 

As my video needs 'decoding' it would create some diversion as they are stepping away from their own problems and concentrating on decoding. I also wanted to educate my audience on depression and what kind of things can be behind someone and that you may never even notice it, this would also help them maybe identify with some of these situations or people, or maybe they've had someone like that in their life, depression is quite a common issue so hopefully it'd be easy to relate to in some way. I obviously wanted to make it entertaining as hopefully it should be to watch something with some twists and turns. I think it could also make the audience look at their lives slightly differently maybe, or it's the case of watching someone else's life takes them away from their own life and problems for a while(escapism).

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