The 'Two Step Flow' this means that we are much more likely to be affected by the media if we discussed it with others. Our opinion on this media is discussed and disseminated and then affected by how we then see this.The 'Hypodermic Syringe Theory' is that The Media is like a syringe which 'injects' ideas, attitudes and beliefs into the audience. Often seen as unchallenged and passive.
There are four functions of The Media on the audience, which was specified by C. Wright Mill. These include,
- Escapism, providing people with an alternative if they have somehow failed.
- To give instructions on how to achieve their goals.
- To give people aspiration and goals to look forward to.
- To give individuals an identity.
When producing my final magazine cover/DPS/contents page, I will be considering all of these above theories and try and include some, if not all of these four functions. Because I would like to aim to provide my readers with the intended aspiration and a sense of escapism.
Keeping in mind still that over recent years The Media has significantly improved. With technology, at least, doubling every year, we now have such a vast selection of media. Allowing us to have a choice and be more selective with what we choose to consume.
Leading up to this, we therefore have an influence on what media is produced because of what is most on demand.
It’s all about ‘how’ we consume The Media, interpret and interact with it.
