Overview on theories of roles of media in everyday life Media & Audiences: Theories about the Role of the Media in everyday life. Chapter 10 Larissa Olivson

How we use media in everyday life? TV INTERNET CINEMA RADIO NEWSPAPERS

Overview 1970’s & 1980’s researchers in US became increasingly interested on media audience. Their attempt was to gain more useful information about audience. As more studies were carried out the Audience Centered Theories were also developed.

1970’s & 1980’s researchers in US became increasingly interested on media audience. Their attempt was to gain more useful information about audience. As more studies were carried out the Audience Centered Theories were also developed.

Active Audience Theories The theory focus on assessing on what people do with media. It does not focus on what the media do to the people. This theory is micro-level in its approach. The argument for such theories were quite convincing. Why were advertisers spend billion of dollars to purchase advertising time if the messages on the media has no effect on the audience ? Why were the TV network audience still growing?

The theories introduced in this chapter are important because they were among the first to make a priority of studying audience activity and to view that activity in a more or less positive way. Chapter 10 explains: how the development of audience-centered theories challenged the limited effects paradigm. other audience-centered theories. reception studies and framing, two theories that focus on how people make meaning, are described, as is information processing theory, a very micro-level perspective that focuses on the conscious and unconscious processes used by individuals to extract meaning from media messages.

The theories introduced in this chapter are important because they were among the first to make a priority of studying audience activity and to view that activity in a more or less positive way.

Chapter 10 explains:

how the development of audience-centered theories challenged the

limited effects paradigm.

other audience-centered theories.

reception studies and framing, two theories that focus on how

people make meaning, are described, as is information processing

theory, a very micro-level perspective that focuses on the

conscious and unconscious processes used by individuals to

extract meaning from media messages.

Thank You! 