2. MEDIAAUDIENCE
• Audience is the important part of communication process
• They are the recipients of media content
• Audience are heterogeneous
• Mass media ultimate source of mass media revenue
• Media content determined according to the nature of
behavior
3. MEDIAAUDIENCE
• Audience are categorized into different types
The elite audience
The mass audience
The specialized audience
The interactive audience
4. MEDIAAUDIENCE
• Psychology and cognitive science distinguish b/w two forms of
knowledge representation
• Perception-based knowledge representations take the form of mental
images representing
• Meaning based knowledge representations store propositional
knowledge
• Self knowledge is anticipated in ordinary language when we refer to the
• A person’s self knowledge can be constructed in similar terms
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5. THE SELF AS CONCEPT
• A concept is mental representation of a category
• A set of objects that share some features in common,
• According to Aristotelian view, concepts are proper sets
• Concepts Has every defining feature
• Any object that possesses the entire set of defining features
• People who are in the minority are describes themselves
• Apparently, people notice aspects of themselves
6. THE SELF AS CONCEPT
• The view of the self as a cognitive prototype
• Quickly won wide acceptance within social cognition
• Self is prototype might be abstracted from multiple
• Context specific, mental representations of self,
• Self at work, self at home, self with friends
• Multiple personality disorder bring the multiplicity of self
into bold relief
7. THE SELF AS IMAGE
• Perception based representations in the nonsocial domain
are in three forms
• Mental Image-
• Seen in mind eye and hear in the mind ear-which preserve
sensory details ( what our bodies look like, Voice, skin etc)
• Spatial Images
• Which speaks about the spatial relations among features and
objects (up/downs, left/right, front/back etc)
• Serial order
• Which preserve information about the temporal relations
• (First/Last, Before/ After, Early/ late etc)
8. THE SELF AS MEMORY
• Self as a concept or as an image
• It is useful to think of the self as one’s memory for oneself
• Selfhood consists entirely in continuity of memory
• For Ex: a person who doesn’t remember his or her past
• Literally has no identity
• The role of memory is permit us to comprehend the casual
relations among events
9. EMOTION, MOOD & SELF
• Emotion states individuals, also known as moods
• Moods are central to the expression of thoughts, ideas &
opinions
• In turn impact attitudes and behavior
• As social media tools are increasingly used by individuals
to broadcast their day-to-day happenings
• Understanding the moods will help us better interpret and
make sense of the behavior
10. EMOTION, MOOD & SELF
• Social media tools continue to evolve as major platforms of
human expressions
• Allowing individuals to share their thoughts
• Content sharing reflects emotional states
• Moods serve a variety of purposes
• They help us organize our experience by directing attention
• By influencing our perceptions of self
