UNIVERSITY FOR DEVELOPMENT STUDIES

ASSIGNMENT FOR END OF SECOND TRIMESTER EXAMS

FACULTY OF INTEGRATED DEVELOPMENT STUDUES
DEPARTMENT OF AFRICAN AND GENERAL STUDIES

STUDENT ID: IDS/0144/18

COURSE CODE: COM 308
COURSE TITLE: AUDIENCE THEORIES
SUBMISSION DATE: BEFORE OR ON 7TH JULY,2020; NOT LATER THAN 11:59AM
QUESTIONS
1. Demonstrate how five (5) phases of the Hypermedia Seduction Theory can be used to explain how
advertising may induce a television viewer to purchase a product that he or she would otherwise not have
patronized.

2. The Stimulus-Response Theory is meaningless in this generation. Discuss.

3. Six months after a multi-media campaign was launched in a Muslim-dominated area to promote the
consumption of pork, majority of the residents of the area could not even recollect the media message,
much less be influenced by those messages. Show how Selective Perception, Exposure and Retention
Theories could be responsible for the failure of the media campaign.

CONTACT: 0205870113
 QUESTION 0NE (1)

Five (5) phases of Hypermedia Seduction Theory and how advertising can be used to induce a
television viewer to purchase a product that he or she would otherwise not have patronized.

INTRODUCTION

The concept of Hypermedia Seduction Theory.

The concept of Hypermedia Seduction is two-fold; where firstly seduction relates figuratively to
the instrumentation of specific actions or responses (and particular elements) that facilitate the
onset of desired changes within a user’s behavior. The Hypermedia Seduction relates to the
arrangement of specific actions and elements that makes it possible for the inception of desired
changes within a user’s behavior. It emphasizes on the emotional and behavioral aspects of the
user. The concepts brought forward showed that seduction may enhance the formation of more
meaningful user relationships. It was invented in the 1900s. This theory assumes that computer
and internet audiences are linked to the narratives those people like to see and express, and that
people will befriend and defriend people in order to maintain access to those narratives to the
exclusion of less seductive ones. Hypermedia seduction was originally perceived as a time-based
occurrence, similar to way a film or story transcends though a narrative from beginning to end.
The analysis of progressive behavioral patterns in human seduction. After further consideration
and analysis, six seduction phases emerged based on hypermedia usage.

(ii). Five (5) phases of Hypermedia Seduction Theory and how advertising can be used to induce
a television viewer to purchase a product that he or she would otherwise not have patronized.

i. INDUCEMENT (Phase One): Request of inducement occur momentarily preceding to

communication, where its role is to evoke attraction, or to distract the user. The concept
of attraction is known as a means to facilitate the suggestion of further appeal. Distraction
on the other hand occurs to knack the user’s attention. Inducement provides the necessary
message with the intent to attract or distract the user by utilizing qualities that either
please, or have the appeal to evoke the idea of further fulfilment. As humans as we are,
we get attracted or distracted in/about a message or product based on what we see or hear
 or sometimes even on both hearing and seeing and television as a form of mass media
plays a very key role in our decisions. In pre- seduction phase, hypermedia suggest that
mass media can influence a people directly and informally by shooting or injecting them
with appropriate messages designed to trigger a decisive response. For instance, a viewer
seeing an advert on TV doesn’t automatically mean he/she will patronize it but when the
advert of a product is designed to appeal to the viewers emotions and ideas then there is a
high chance of altering the viewer decision to purchase it if he/she already had made up
the mind not to patronize it. An example is a TV advert about an E- commerce website
ASOS.COM using celebrity culture to induce the viewers of/about the products.

ii. Negotiation & Suggestion (Seduction Phase); comprises of two aspects. That is,
PHASE ONE- the NEGOTIATION aspect, and PHASE TWO- the SUGGESTION
aspect. The goal of the seduction stage is to form meaningful relationships maintained
over duration of time. The phase specifically supports the idea that hypermedia seduction
relates to the orchestration of specific actions and elements that may facilitate the onset of
desired changes within a user’s behavior. Also, acts of suggestions are notable in this
phase. The selection of products where opinions are presented to the user. FOR
EXAMPLE; A TV advert about an E- commerce website of name ASOS.COM showing
how they are capable of delivering a more engaging user experience. That is aside the
products one purchases on the site they also offer delivery services that will bring the
product you purchase to you directly.

iii. Reward (Phase Three); Delivery of an immediate user need. Reward occurs on
navigation, where its function is to rouse further contact. It involves the delivery of an
instant user need rather than the entire fulfilment of the user’s goal. For example, a sense
of reward may be achieved through presenting the user with a variety of exploratory
options, or mechanisms that assist with bringing them closer to goal fulfilment. In this
approach, the aim is not creating confusion, but rather to assure the user feels they are
provided with a more demanding choice of approaches for the achievement of their goal.
For Instance; Because the website offers affordable replicas of celebrity style, A viewer
who sees this ad on TV will patronize it even if, he/she would otherwise not have
 patronized and gets to experience the essence of celebrity endorsement the websites
provides.

iv. Captivation (Phase Four); this phase is the creation of relational bond based on the
receipt of further reward. Captivation in this stage, appears where the viewer may
perhaps fulfill his/her primary goal of finding an appealing item. It seeks to instils the
need for further exploration, since its role is to connect with the possibility of the
attainment of higher goals. After a user has viewed an advert, patronized it and is
satisfied with the result for the first time, he/she tends to grow more interest in that
particular product or services. For example; MTN as a mobile network in Ghana has the
highest number of customers because of the promotion adverts and other non-profiting
services they run. Through their promos, they get to engage their customers in their
services and patronizing of their products since there’s a price up for grasp.

v. Persuasion (Phase Five); Persuasion begins during captivation, where its function is to
induce voluntary behavioral and attitude changes without cohesion or deception (Fogg,
2003: p15). The role of persuasion is to promote recognition of gratification achievable
through the attainment of higher goals. A key important component to induce a viewer to
patronize a product which otherwise would not have purchased is persuasion. Persuasion
is often used as a tool to influence a person’s attitude or behavior toward a product or
some event. In Tv adverts, what one is viewing or hearing should be able to trigger the
viewers interest in patronizing the product. Example; is the reduction of the prices of
some items or products advertised on Television. For instance, the discounts on product
prices In Malls is the persuade viewers to come and shop with them rather than go to the
wholesalers.
 QUESTION TWO (2)

Why the Stimulus-Response Theory is meaningless in this generation?

INTRODUCTION.
THE STIMULUS -RESPONSE THEORY: this theory was invented in the 1920s when
mass media was still in its infancy (radio was only beginning its beacon) and at that time
was a little more than a theory). The theory suggest that that audience receives messages
and information passively from the media text. The stimulus–response model is
associated with the assumption that the mass media has powerful effects. Also referred to
as the “hypodermic needle theory,” or “magic bullet theory,” it can be considered one of
the first general conceptions describing mass media effects. The theory also suggests that
the mass media could influence a very large group of people directly and uniformly by
‘shooting’ or ‘injecting’ them with appropriate messages designed to trigger a desired
response. After WW I there was much research into the effects of com. Harold Lasswell
came up with Hypodermic Needle / Bullet Theory / Stimulus-Response Theory which
assumes that human behavior is irrational. ▪ The "hypodermic needle theory" implied
mass media had a direct, immediate and powerful effect on its audiences. The mass
media in the 1940s and 1950s were perceived as a powerful influence on behavior
change. Several factors contributed to this "strong effects" theory of communication,
including: ▪ the fast rise and popularization of radio and tv ▪ the emergence of the
persuasion industries, such as advertising and propaganda.

NEGATIVE EFFECTS OF THE THEORY.

There are psychological, behavioral, physiological and cognitive negative effects

associated with this theory including;

I. The theory did not allow for freedom of choice. The audience were ‘injected’ with a one-
way propaganda.

II. Exposure to violence and sex on some media content was believed to corrupt morals of
society
 CRITICISM OF THE THEORY.

I. Some upright social scientists in the pre-World-War II era, argue that the
hypodermic needle model described by Katz and Lazarsfeld misrepresents the
field’s history; indeed, that it was created as a foil against which their own limited
effects model could be contrasted and presented as an impressive paradigm shift.

II. Also, it is of doubt that early media effects researchers were strongly influenced
by nineteenth-century.

III. The theory, it theorizes the sender, message, and receiver as separable elements
and sees the receiver as a largely obedient target of message manipulation.

WHY THE THEORY IS MEANINGLESS TODAY.

This theory of audience has been contested by several scholastic social scientist since its
introduction from the time of World War till to date. Research has found that the theory is
based on human assumptions of nature not research findings. The theory is meaningless
in this generation due to a lot of reasons. Below are a few listed;

i. In a digital age where within the context of social media is occasioned by the
advancement of information communication technology, makes the theory not to
achieve its ultimate agenda. Example; the emergence of new I.C.T age has
provided audience with diverse channels into reception and assimilation and this
invariably comes with diverse influences on the audience.

ii. The theory didn’t promote media democracy (freedom of choice) which if in use
today, would have failed since it undermines the core aim of mass media studies
which is the audience. They could not use their experience, intelligence and
opinion to analyze messages. For instance, the theory did not allow for freedom
of choice, the audience were injected with a one-way propaganda.
 iii. The model was brought to conform people to be submissive to the information it
carried. But due to the emergence of other forms of mass media in this
generation, the expected outcome won’t be attained because every medium
carries different effect.

iv. Interpersonal sources of opinion influenced event or decision far more than the
media did.

v. People could choose which messages to accept from the media, as well as
determine the degree to which those messages would affect them. In this
generation we the people decide which message to accept from the media and the
level at which it affects us. Example is the spread of information about this novel
pandemic facing the world now known as Coronavirus in Ghana, and measures
being taken to conquer it. Not all people are reacting the same to the information
the way as expected since number of cases and deaths keep going up while same
measures used by other countries has proven better results.

CONCLUSION

Although Stimulus- Response Theory was helpful in jump-starting communications

research of mass media, it has since faded into outmodedness. With so many sources of
information available today through a variety of media outlets, people have more control
than ever over the messages that influence them. Many people now exercise selective
exposure–seeking out only the information that supports their worldview. The argument
is that, though the media is still very influential today, its influence is far more complex
and nuanced than in the early days of mass communication.
 QUESTION THREE (3)

SELECTIVE EXPOSURE, SELECTIVE PERCEPTION & SELECTIVE

RETENTION THEORY; This is 3 combined theory under the minimal theory which
argues that, mass media does not have direct effect on audience.
Selective Perception is a theory within the practice of psychology, often used in media
and communication research, that historically refers to individuals' tendency to favor
information which reinforces their pre-existing views while
avoiding contradictory information. . According to this theory, the individual’s
perception of persons, events or places can be influenced by his/her latent belief. People
are not open to new events that is not in accordance with their beliefs.
Selective Exposure is the means by which individuals' preexisting beliefs shape their
use of information in a complex environment Current interests and opinions influence
the acquisition (selective exposure), evaluation (selective perception), and retention
(selective memory) of messages or information. It operates by reinforcing beliefs rather
than exposing individuals to a diverse array of viewpoints. Hence it is ineffective in
changing people’s attitude.
Selective Retention recall of information is also influenced by a person’s needs, wants,
moods and perception. So, one selects a message of the mass media based on the fact
that it responds to our needs, wants, beliefs and perception and one retains what interest
us. The messages perceived to be in consonance with the audience beliefs is retained and
the rest are rejected.
HOW THE THEORY COULD BE RESPONSIBLE FOR THE FAILURE OF THE
CAMPAIGN.

In the first place the media campaign was launched in an Islam populated residency
where their beliefs were already against the product being advertised. As the theory
suggests, the audience is not influenced by the media except if what is being spread is in
consonance with their beliefs.

The campaign failed due to the following some reason;

i. In the initial stage thus the selective perception, in the early stage of the
campaign about the consumption of pork. The residents in the area already had
their pre-existing beliefs about the product being advertised, so they failed to
notice or misperceived the message because it did not match their beliefs.
Domains of behavior and experience surely involves the people’s decision
regarding the product and their perception of and feelings toward the product. For
example, The perception of peoples on abortion.

ii. In the second stage, (EXPOSURE), It is assumed that since info & resources
are critical to learning, people decide to stray away from new info because it
often conflicts with their own beliefs. The dynamic aspects of personality, the
motivational factors that activate and sustain this information processing and
account for its rejection. Take it for example if a Muslim is tuning his/her tv set
and chances upon a Christian related channel, he/she won’t even take time to
listen to what’s been said the since it is not in accordance to their beliefs.

iii. Finally, the retention stage: This is the process when people more accurately
remember messages that are closer to their interests, values and beliefs, than
those that are in contrast with their values and beliefs, selecting what to keep in
 the memory. The Muslims were not able to recollect the message because it was
opposing to their belief and the value of information was of no use to them. The
recollection of message is only of essence when individuals expect that they will
have to defend their opinion and seek other viewpoints prior to debate. Retention
is influenced by the people’s interest not opinions.

CONCLUSION

From the early stages of modern media effects, research has identified selective perception,
exposure and retention as limitations on the medias effect. The theory highlights that, Mass
media was ineffective in changing attitudes. These selectivity processes involve perceiving and
remembering messages through the lens of one's existing beliefs and attitudes. The accumulated
evidence suggests that these processes are widespread. When people process messages, whether
about science, politics, health, comedy, or the media in general, their biases condition the effect
of the message. Regardless of the occurrence of these processes, however research has suggested
that selective perception and retention do not always occur. Unlike the bullet theory, which
suggests that the individuals are passive audience, the selective perception theory suggest the
individuals are active audience. Selective perception, exposure and retention theory could not
change the people’s attitude in the context and could be responsible for the failure of the
campaign prior to the points laid down in above.
 REFERENCES

Question 1 references:

(Wikipedia.com, The international encyclopedia of communication ©2008 Blackwell publishing

LTD zora.uzh.ch, CONCEPTUALISING THE PROCESS OF HYPERMEDIA SEDUCTION
Chanel Mbakwe, and Daniel Cunliffe Hypermedia Research Unit, School of Computing,
University of Glamorgan, Pontypridd, United Kingdom.)

Question 2 references:

( www.acjournals.org , The international encyclopedia of communication. Reading notes/

materials; Watson, J. (2003). Media Communication, An Introduction to Theory and Process
(2nd Ed.), Palgrave Macmillan. • Dominick, J. (1994). The Dynamics of Mass Communication,
McGraw-Hill, Inc., New York. • Mohan, K. and Banerji, M. (2004). Developing Communication
Skills, Macmillan India Ltd., Delhi)

Question 3 references;

(Watson, J. (2003). Media Communication, An Introduction to Theory and Process (2nd Ed.),
Palgrave Macmillan. • Dominick, J. (1994). The Dynamics of Mass Communication, McGraw-
Hill, Inc., New York. • Mohan, K. and Banerji, M. (2004). Developing Communication Skills,
Macmillan India Ltd., Delhi)

GLOSSARY;

Ads= adverts or advertisement: a notice in a public medium promoting a product or

service.

Info= information: facts provided or learned about something or someone.