Question 1: Define the term 'audience' in the context of media studies.

Answer: An audience is the group of people who consume or interpret a media text, such as a TV show, film, or advertisement.

Question 2: Describe the main idea of the Hypodermic Needle Theory and how it views audience influence.

Answer: The Hypodermic Needle Theory suggests that media messages are directly injected into audiences, who passively accept them without question or resistance.

Question 3: Explain the concept of 'reception theory' and how it differs from the Hypodermic Needle Theory.

Answer: Reception theory emphasizes that audiences interpret media messages differently based on their individual backgrounds, meaning they are active participants rather than passive recipients like in the Hypodermic Needle Theory.

Question 4: Identify and briefly describe one weakness of the Uses and Gratifications Theory.

Answer: A weakness is that it assumes audiences always seek to fulfill specific needs, but sometimes media consumption is habitual or unintentional, not driven by conscious gratification.

Question 5: Describe how the 'Two-Step Flow' theory explains how media influences public opinion.

Answer: The Two-Step Flow theory suggests that media messages are first received by opinion leaders, who then interpret and pass on these messages to others, influencing their opinions indirectly.

Question 6: Sketch a simple diagram showing the flow of information according to the Two-Step Flow theory. Label the components clearly.

Answer: A correct sketch would include: media source → opinion leaders → general audience. The diagram should show arrows indicating the direction from media to opinion leaders, then from opinion leaders to the wider audience.

Question 7: Explain why some media texts might be more effective with certain audiences, based on audience segmentation.

Answer: Media texts are more effective with audiences that share similar interests, values, or demographics, making the message more relevant and engaging for specific groups.

Question 8: Imagine you are designing a new social media campaign aimed at teenagers. Briefly outline two strategies you would use to ensure your message resonates with this audience.

Answer: Strategies could include using language and slang familiar to teenagers, and incorporating popular trends or influencers to increase engagement.

Question 9: Draw a representation of how an active audience might interpret a media message differently based on personal background. Include at least two different interpretations in your sketch.

Answer: A correct sketch would show a media message (e.g., an advertisement) in the center, with two or more thought bubbles or labels indicating different interpretations based on backgrounds, such as one viewing it as humorous and another as inappropriate.