Hypodermic Needle TheoryThis is a theory which describes one way that audiences might ‘consume’ mass media texts.

This theory suggests that we consume texts passively like we have it injected straight into our subconscious brain.

This theory is often used as an argument against certain type of texts e.g. rap music in the 1990s or violent video games. Some people argue that the violent content will then be replicated by the consumer.

Uses and GratificationThis theory suggests that audiences actively choose the media they consume to meet (or gratify) their individual needs. It is split into 4 areas.

Escapism Personal relationships

Personalidentity Surveillance

EscapismMedia used as an escape

from everyday life, problems and routine.

Personal relationshipsUsing the media for social interaction,

possibly as a replacement for the family interaction.

Personalidentity

Finding yourself reflected in texts. Learning behaviour and values from media texts.

SurveillanceFinding information that could be

useful for living.

Uses and GratificationCan you think of games titles that fit into these categories below?

Escapism Personal relationships

Personalidentity Surveillance