Theories

Hypodermic Needle Model

University students looked to see if playing violent video games affects behaviour and actions. The daily mail tells us even for 20 minutes, it can do so. This is relevant to the hypodermic model as it show people are being indoctrinated by the games they play, even if it just for 20 minutes a day.

Two step flow model

This article on Jamal Edwards shows us how he has become a great success and a multi-millionaire from living in the hood and not having very much. He is 23 and is worth £8m by creating SBTV and is a film maker. This article shows us that Jamal Edwards has been influenced by top people such as Richard Branson.

Uses and gratification  

Gratification Theory, made by Katz and Blumer argues that people actively choose their media products based on their needs. Since people make these active choices, the media has less power to influence than previously thought. There are special categories of need gratification Diversion - Escape from routine and problems; emotional release; Personal Relationships - Social utility of information in conversation; substitution of media for companionship Personal Identity - Value reinforcement or reassurance; self-understanding, reality exploration; and Surveillance - Information about factors which might affect one, or will help one do or accomplish something.

Four Four Two

This allows men to get information about football so it could be in the category of surveillance, however it is also diversion as some men look at the gossip.

I use the media to :

Be informed about things going on in the world

To be entertained

To be enticed