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Hypodermic Needle Theory & Uses and Gratification Theory

By James Law

Introduction

The hypodermic needle model is an early model of mass communications. The theory details that the mass media had direct influence over audiences by injecting their minds with information. According to this theory media messages and posts on social media are powerful forces and audiences are helpless to resist them.

Introduction

Introduction

The Uses and gratifications theory is a theory by Blumer and Katz. It states that different people watch television and movies for different motives. There might be somebody who will watch a romantic comedy so that they can put themselves in the shoes of the characters and feel happy and loved. Somebody else may watch a popular TV series, eg Breaking Bad, so that they can join in with social conversation relating to that topic. It may be said that you could also watch television purely for escapism so that you forget the stress of normal life.

Definition

Hypodermic Needle Theory: The hypodermic needle theory is a model of communications saying that a projected message is directly interpreted and wholly recognised by the receiver.

Definition

Uses and gratification theory/U&GT:Uses and gratifications theory is a method to understanding why and how individuals actively seek out explicit media to satisfy specific needs. This theory is an audience-centred method of understanding mass communication. It does not follow other media theories that query "what does media do to people?" Instead Uses and gratification theory concentrates on "what do people do with media?"

How I researched this topic:

Application

  • Personal knowledge of the gaming industry and controversial games

  • Watched YouTube videos and extracts of GTA V

  • Researched details of both Hypodermic and U&GT theories on relevant websites

  • Went on SlideShare website to gain further knowledge of the two theories

  • Read reviews of a selection of games - GTA V was the best suited to be analysed for this topic

Examples/

Analysis

Examples/Analysis

Example 1

Example 1

This example shows the use of drugs in GTA V which is illegal

Example 1 Analysis

Example 1 Analysis

This example shows one of the main characters in the GTA V universe doing drugs (Marijuana). This was illegal in most countries at the time of the release of GTA V and still is. Drug taking in the game was one controversial things that caused concern amongst many parents because they feared thatif their child thought it acceptable to do drugs in a game then the child would want to do it in real life. The same applies to violence and other dangerous behaviours. The U&GT states that users will seek out specific information to satisfy their needs. This means that a player would do drugs virtually in the game to satisfy their desire to do something illegal or experience the effects of taking drugs, but without actually breaking the law or physically taking illegal substances. This would prove U&GT to be correct. Players would do the drugs in the game to satisfy their needs because they would not want to try drugs in real life. However, there is evidence to show that people do things in real life because they have experienced it and considered it acceptable in a game.

Example 2

Example 2

This example here shows a player stealing a police car which is highly illegal

Examples

Examples/Analysis

Example 2 Analysis

Example 2 Analysis

This example shows a player stealing a police car which is clearly illegal in all countries across the globe. This caused worldwide outrage amongst police forces, because by showing a player doing these actions within the GTA V game they thought it would encourage players to impersonate officers and steal police vehicles. This was and still is a highly controversial topic about GTA V. These two actions are highly illegal and would possibly result being sent to prison if they were attempted in real life. Again these actions prove the U&GT to be correct due to it showing that players want to do illegal things within a game but not in real life.

Example 3

Example 3

This example here shows a drunk character driving a car under the influence of alcohol and cause a traffic accident.

Example 3 Analysis

Example 3 Analysis

This shows a character under the influence of alcohol trying to drive a car and causing a fatal traffic accident soon after. In all countries drink driving is illegal. Because it's part of a game people may think they can do it is OK to drink and drive in real life. If they did they would be at a higher risk of causing a traffic accident. This was controversial for many people because they were stating that if it was ok to do this within a game then it must be ok to do in real life. This also means that people were scared of the consequences it could have on the player if they did think they were in the game when actually in real life. This example of GTA V shows U&GT being used because players want to experince thrilling things, which may be illegal, without facing the consequences of their actions in real life. Therefore many people disliked GTA V because it could encourage bad or risky behaviour. But by doing these in game the players can satisfy their needs without breaking the law in real life.

Sources of Reference

https://en.wikipedia.org/wiki/Uses_and_gratifications_theory

https://en.wikipedia.org/wiki/Hypodermic_needle_model

Sources of Reference

https://www.youtube.com/

https://www.slideshare.net/zlorhenley/uses-and-gratifications-theory-6933502

https://www.slideshare.net/HannahCharlesMedia/hypodermic-needle-theory-29639628

Glossary

GTA V: Grand Theft Auto 5

U&GT: Uses & Gratification Theory

Mass Media: any of the means of communication, as television or newspapers, that reach very large numbers of people

Glossary

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