Theories of the media (hypodermic syringe, uses and gratifications, two-step flow)

AQA

GCSE

This study component critically examines the evolution of media effects theories, tracing the trajectory from early 'passive audience' models to 'active audience' paradigms. Candidates must analyse the Hypodermic Syringe model's deterministic view of direct influence, the Two-Step Flow model's introduction of social mediation via opinion leaders, and the Uses and Gratifications model's functionalist focus on audience agency. Assessment requires evaluating the validity of these modernist theories within the context of a postmodern, fragmented, and interactive new media landscape.

Objectives

Exam Tips

Pitfalls

Key Terms

Mark Points

What You Need to Demonstrate

Key skills and knowledge for this topic

Award marks for precise definition of the Hypodermic Syringe model (Packard) as a direct, immediate, and irresistible influence.
Credit application of the Two-Step Flow model (Katz and Lazarsfeld), specifically the role of 'opinion leaders' in filtering media messages.
Candidates must distinguish the four needs in Uses and Gratifications: diversion, personal relationships, personal identity, and surveillance.
Reward evaluation that contrasts the determinism of the Syringe model with the agency inherent in the Uses and Gratifications approach.
Credit responses that link the Hypodermic Syringe model to the concept of 'moral panics' or 'copycat behaviour' (Bandura).

Marking Points

Key points examiners look for in your answers

Award marks for precise definition of the Hypodermic Syringe model (Packard) as a direct, immediate, and irresistible influence.
Credit application of the Two-Step Flow model (Katz and Lazarsfeld), specifically the role of 'opinion leaders' in filtering media messages.
Candidates must distinguish the four needs in Uses and Gratifications: diversion, personal relationships, personal identity, and surveillance.
Reward evaluation that contrasts the determinism of the Syringe model with the agency inherent in the Uses and Gratifications approach.
Credit responses that link the Hypodermic Syringe model to the concept of 'moral panics' or 'copycat behaviour' (Bandura).

Examiner Tips

Expert advice for maximising your marks

💡When discussing the Hypodermic Syringe model, explicitly link it to the concept of a 'passive audience' and 'mass culture'.
💡For 12-mark questions, ensure a conclusion is reached regarding which theory offers the most convincing explanation of media influence.
💡Use specific terminology such as 'desensitisation', 'opinion leaders', and 'active audience' rather than lay language.
💡Apply theories to contemporary examples (e.g., video game violence) to demonstrate AO2 application skills.

Common Mistakes

Pitfalls to avoid in your exam answers

Conflating the 'Two-Step Flow' with 'Uses and Gratifications' by failing to identify the specific role of opinion leaders.
Asserting the Hypodermic Syringe model is 'true' without acknowledging it is largely discredited or criticized for ignoring audience agency.
Providing generic descriptions of 'copycat behaviour' without linking to Bandura or the specific theoretical framework.
Failing to critique the Uses and Gratifications model for underestimating the power of media conglomerates.

Key Terminology

Essential terms to know

Likely Command Words

How questions on this topic are typically asked

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