Audience theory
•Download as DOCX, PDF•
0 likes•53 views
The document discusses several theories of audience development in media studies: 1) The Frankfurt School's "effects model" from the 1920s-30s viewed audiences as passive recipients susceptible to media messages. 2) The two-step flow theory from the 1940s-50s found people are more influenced by opinion leaders who interpret media for friends/family. 3) Uses and gratifications theory from the 1970s found audiences actively consume media to fulfill different needs like diversion, social interaction, and identity exploration.
Report
Share
Report
Share
Recommended
Audience theory
This document discusses several theories of audience analysis:
- The Frankfurt School proposed the "effects model" which viewed audiences as isolated individuals susceptible to media messages without question.
- The two-step flow theory developed the idea that opinion leaders receive information from media sources and then pass it along to others in their social groups.
- Uses and gratifications theory sees audiences as active consumers who choose media for different reasons like diversion, social interaction, identity, or information gathering.
- David Morley's work identified three types of audience readings - dominant, negotiated, and oppositional - based on the degree to which audience members accept or reject the preferred meaning of a media text.
Audience theory
The document summarizes several theories of audience and media effects:
1) Audience Theory proposes that media producers target either mass or niche audiences and must understand their audience.
2) The Frankfurt School viewed audiences as passive, accepting media messages without question.
3) The Two Step Flow Theory posits that opinions flow from media to opinion leaders to the broader audience, making audiences more active. Uses and Gratifications Theory also sees audiences as active in choosing media to fulfill needs like diversion, relationships, identity and surveillance.
Audience theory
This document discusses several theories of audience and media effects:
- The Frankfurt School proposed the "Hypodermic Needle" theory that audiences passively accept media messages without question.
- The Two Step Flow theory developed by Lazarsfeld and Katz found that opinions leaders first receive information from media and then pass it along to others in their social networks.
- Users Gratifications theory states that audiences actively choose media to fulfill certain needs and purposes, such as diversion, social interaction, identity, or surveillance. Different users may consume the same media for different reasons.
Audience
This document discusses several theories of audiences for media products:
1) The Frankfurt School viewed audiences as isolated individuals susceptible to media messages without question.
2) The Two Step Flow theory proposed that opinion leaders receive information from media and pass it on to others with their own interpretations. This recognizes that audiences actively interpret media.
3) Uses and Gratifications theory suggests that audiences make choices about media consumption to fulfill different purposes like diversion, social interaction, identity, and information gathering.
4) David Morley's theory proposes that audiences can have dominant, negotiated, or oppositional readings that respectively accept, modify, or reject the codes and meanings within media.
Audience theory
This document discusses several theories related to how audiences interact with media:
1. Audience theory explains that all media have target audiences that can be mass or niche. Producers must understand their audience when creating content.
2. The two-step flow theory from the 1940s-50s suggests that opinion leaders first get information from media and then pass their own interpretations on to others in their social networks.
3. Uses and gratifications theory from the 1960s examines why individuals choose certain media to fulfill purposes like diversion, social interaction, identity, and information gathering.
Audience theory
The document discusses several theories of audiences and media consumption:
1. Audience theory proposes that all media has a target audience, and sometimes tries to construct audiences. Products can have mass or niche audiences.
2. The Frankfurt School proposed the "effects model" which viewed audiences as passive individuals susceptible to media messages. This view has been disproven as audiences can interact with media in more complex ways.
3. The two-step flow theory developed by Lazarsfeld and Katz suggests that opinion leaders first receive information from media, then pass it along to friends and family with their own interpretation, making personal connections more influential than mass media.
4. More recent theories view audiences as active participants who
Audience theory
This document discusses several theories of audience:
1) The Frankfurt School's "effects model" viewed audiences as passive recipients of media messages.
2) The two-step flow theory developed in the 1940s-50s recognized that opinion leaders influence others through interpretation of media.
3) Uses and gratifications theory from the 1960s saw audiences as active consumers who use media for purposes like diversion, relationships, identity, and information.
4) David Morley's 1980s study identified dominant, negotiated, and oppositional readings that audiences can take from media based on their perspectives.
Audience theory
The document discusses theories of audience from the 1920s to present. It covers:
- The Frankfurt School's "effects model" viewed audiences as passive receivers of media messages.
- The two-step flow theory found opinion leaders influence others by interpreting media for them.
- Uses and gratifications theory proposes individuals actively consume media to fulfill purposes like diversion, social interaction, identity, and information gathering.
- Later theories recognize audiences can have dominant, negotiated, or oppositional readings of media influenced by their own perspectives.
Recommended
Audience theory
This document discusses several theories of audience analysis:
- The Frankfurt School proposed the "effects model" which viewed audiences as isolated individuals susceptible to media messages without question.
- The two-step flow theory developed the idea that opinion leaders receive information from media sources and then pass it along to others in their social groups.
- Uses and gratifications theory sees audiences as active consumers who choose media for different reasons like diversion, social interaction, identity, or information gathering.
- David Morley's work identified three types of audience readings - dominant, negotiated, and oppositional - based on the degree to which audience members accept or reject the preferred meaning of a media text.
Audience theory
The document summarizes several theories of audience and media effects:
1) Audience Theory proposes that media producers target either mass or niche audiences and must understand their audience.
2) The Frankfurt School viewed audiences as passive, accepting media messages without question.
3) The Two Step Flow Theory posits that opinions flow from media to opinion leaders to the broader audience, making audiences more active. Uses and Gratifications Theory also sees audiences as active in choosing media to fulfill needs like diversion, relationships, identity and surveillance.
Audience theory
This document discusses several theories of audience and media effects:
- The Frankfurt School proposed the "Hypodermic Needle" theory that audiences passively accept media messages without question.
- The Two Step Flow theory developed by Lazarsfeld and Katz found that opinions leaders first receive information from media and then pass it along to others in their social networks.
- Users Gratifications theory states that audiences actively choose media to fulfill certain needs and purposes, such as diversion, social interaction, identity, or surveillance. Different users may consume the same media for different reasons.
Audience
This document discusses several theories of audiences for media products:
1) The Frankfurt School viewed audiences as isolated individuals susceptible to media messages without question.
2) The Two Step Flow theory proposed that opinion leaders receive information from media and pass it on to others with their own interpretations. This recognizes that audiences actively interpret media.
3) Uses and Gratifications theory suggests that audiences make choices about media consumption to fulfill different purposes like diversion, social interaction, identity, and information gathering.
4) David Morley's theory proposes that audiences can have dominant, negotiated, or oppositional readings that respectively accept, modify, or reject the codes and meanings within media.
Audience theory
This document discusses several theories related to how audiences interact with media:
1. Audience theory explains that all media have target audiences that can be mass or niche. Producers must understand their audience when creating content.
2. The two-step flow theory from the 1940s-50s suggests that opinion leaders first get information from media and then pass their own interpretations on to others in their social networks.
3. Uses and gratifications theory from the 1960s examines why individuals choose certain media to fulfill purposes like diversion, social interaction, identity, and information gathering.
Audience theory
The document discusses several theories of audiences and media consumption:
1. Audience theory proposes that all media has a target audience, and sometimes tries to construct audiences. Products can have mass or niche audiences.
2. The Frankfurt School proposed the "effects model" which viewed audiences as passive individuals susceptible to media messages. This view has been disproven as audiences can interact with media in more complex ways.
3. The two-step flow theory developed by Lazarsfeld and Katz suggests that opinion leaders first receive information from media, then pass it along to friends and family with their own interpretation, making personal connections more influential than mass media.
4. More recent theories view audiences as active participants who
Audience theory
This document discusses several theories of audience:
1) The Frankfurt School's "effects model" viewed audiences as passive recipients of media messages.
2) The two-step flow theory developed in the 1940s-50s recognized that opinion leaders influence others through interpretation of media.
3) Uses and gratifications theory from the 1960s saw audiences as active consumers who use media for purposes like diversion, relationships, identity, and information.
4) David Morley's 1980s study identified dominant, negotiated, and oppositional readings that audiences can take from media based on their perspectives.
Audience theory
The document discusses theories of audience from the 1920s to present. It covers:
- The Frankfurt School's "effects model" viewed audiences as passive receivers of media messages.
- The two-step flow theory found opinion leaders influence others by interpreting media for them.
- Uses and gratifications theory proposes individuals actively consume media to fulfill purposes like diversion, social interaction, identity, and information gathering.
- Later theories recognize audiences can have dominant, negotiated, or oppositional readings of media influenced by their own perspectives.
Media studies salman8
This document summarizes several key theories in media studies:
1) Active audience theory which holds that audiences can understand media messages differently based on their own experiences and can critically analyze or reject messages.
2) Uses and gratification theory which examines how individuals use mass media to fulfill personal needs such as entertainment or information.
3) Obstinate audience theory which found that audiences filter and distort messages to fit their own views rather than passively accepting one-way influence.
4) Cultural studies theories which emphasize the active role of audiences in interpreting media texts based on their social positions and backgrounds.
Audience theory
This document discusses several theories of audience analysis:
1. Audience theory examines how media producers construct target audiences and how content is tailored for mass or niche groups.
2. The two-step flow theory from the 1940s-50s suggests that information spreads from media to opinion leaders and then to others. It acknowledges audiences are active participants rather than passive receivers.
3. Uses and gratifications theory from the 1960s recognizes that audiences make choices in what media they consume and why, such as for diversion, relationships, identity, or information. Analysis of audiences continues to evolve as new media emerge.
The imagined reader
This document provides an overview of several audience theories that can be incorporated into responses for course G325. It briefly outlines key concepts from effects theory, uses and gratifications theory, reception theory, postmodern theory, and media 2.0. It also discusses how magazines represent and appeal to different gender audiences. Additional sections cover the active audience perspective, the relationship between media ownership, power structures and messaging, and models of mass media communication including the hypodermic needle model, gatekeeping theory, and uses and gratifications theory.
Audience
The document discusses several theories of how audiences interact with and interpret media texts:
1) The Hypodermic Needle Model from the 1920s viewed audiences as passive receivers of media messages, without considering individual experiences or opinions.
2) The Two-Step Flow theory from the 1940s suggested information spreads from media to opinion leaders and their social circles, rather than directly to the masses.
3) Uses and Gratifications theory from the 1940s-1960s viewed audiences as actively choosing media texts to fulfill various needs like information, social interaction, and entertainment.
4) Reception Theory from the 1980s-1990s focused on how individual attributes like gender, class, and ethnicity influence how
A2 media theory part 2
This document provides an overview of several media theories and perspectives, including:
- Two-step flow theory which proposes that media influence flows from media to opinion leaders to the general audience.
- Gramsci's theory of cultural hegemony which argues that ruling classes maintain power through promoting and winning the consent of masses via popular culture.
- The Frankfurt School perspective that mass media encourage conformity and passivity by manipulating popular tastes for profit.
- Stuart Hall's encoding/decoding model of how media producers encode meanings but audiences can decode messages differently.
- News values which determine what becomes newsworthy based on factors like prominence, novelty, and negativity.
- Semiotics and how media representations use signs and symbols
Audience theory
Audience theory has evolved over time from three main perspectives:
The first theory from the 1920s-1930s viewed audiences as passive receivers of media messages. The two-step flow theory from the 1940s-1950s saw audiences as more active, with opinion leaders influencing others. Uses and gratifications theory from the 1960s saw audiences as active consumers who use media selectively to fulfill various needs like diversion, social interaction, identity, and information gathering.
The public sphere
The document discusses the public sphere as defined by Habermas, the generation of public opinion through assembly and dialogue to guide state affairs, and the blurring of boundaries between public and private spheres with new media. Specifically:
1) Habermas defined the public sphere as private people gathering together as a public to articulate societal needs to the state.
2) The public sphere generates opinions and attitudes through discussion and debate that can affirm or challenge the state.
3) With new media, the separation between public and private spheres has become slimmer as information transfer is no longer confined to physical spaces but can occur anywhere through mobile technology.
Psa Nov 09
This document discusses the differences between publics and audiences. Publics are active, political groups of strangers who inhabit the public realm and share a normative horizon and language. Audiences are more passive aggregates of individuals in the private realm who coalesce around various media for consumption purposes. It raises questions about the future of PSAs and how new forms of media may impact publics versus audiences through things like stranger socialities, public pedagogies, and recuperative dialogue.
Habermas, the public sphere, and democracy a critical intervention
Douglas Kellner critically analyzes Habermas's concept of the public sphere. Habermas argued that the bourgeois public sphere allowed citizens to openly assemble and critically debate issues of common concern that could influence political decisions. However, Kellner notes criticisms that Habermas neglected groups like women and workers. Kellner also discusses how new technologies are creating new public spheres, and that activists should use these technologies to engage the public and intervene in debates.
Social media theories final copy
The document discusses several social media theories:
1) Dependency Theory proposes that individuals rely on media to meet needs and achieve goals, and dependence varies based on how well different media meet those needs.
2) Altercasting Theory suggests that persuaders can influence others by forcing them into roles that imply certain behaviors. This can be done directly by telling them their role, or indirectly by one's own behavior eliciting a counter-role.
3) Both theories are relevant to social media, where Dependency Theory suggests people rely on platforms for information, and Altercasting can be seen in directly assigning roles to others or indirectly through one's own social media behavior.
Media And Collective Identity Notes (OCR Media Conference 2009)
This document provides an overview of the G325: Critical Perspectives in Media course specification focusing on the study of media and collective identity. Some key points:
- Students choose a topic area like gender, ethnicity, age, etc. to study representations across at least two media through case studies and research.
- Exam questions may address how media represents groups, historical comparisons, and social implications of representations.
- Definitions of collective identity center around a shared sense of belonging and connection in relation to others.
- Theories discussed include Habermas' public sphere concept and how mass media has transformed public participation and civic engagement.
- Suggestions are provided for exploring representations of Britishness
Audience
This document discusses several theories of how audiences interact with and are influenced by media texts:
1. The Hypodermic Needle Model (1920s) viewed audiences as passive receivers, influenced directly by media messages without question.
2. The Two Step Flow theory (1940s) found influence comes indirectly through opinion leaders who filter messages to their social groups.
3. Uses and Gratifications theory (1960s onward) sees audiences as active, using media to fulfill personal needs like diversion, social interaction, identity.
4. Reception Theory (1980s-90s) expanded on active audiences, finding meaning depends on individual viewer's context like gender, class, ethnicity. Produc
Mc2 Week 4 2 Step Flow & Hypodermic Needle
This document discusses early theories about the effects of mass media, including Harold Lasswell's propaganda theory from the 1920s. Lasswell argued that propaganda during WWI duped and degraded people, assuming they reacted uniformly to stimuli. Paul Lazarsfeld later studied media effects and found that ideas often flow from media to opinion leaders and then to the broader population, known as the two-step flow of communication. Opinion leaders are influential on specific topics and help spread information and influence through word-of-mouth. Later researchers developed the concept of "influentials" who are early adopters that can influence behavior change.
Ism wpresentation
Collective intelligence refers to shared or group intelligence that emerges from collaboration and competition among individuals. It appears in consensus decision making in bacteria, animals, humans, and computer networks. The concept emerged from writings in the 1970s-1990s and refers to how large groups can converge on the same knowledge. Pierre Lévy introduced the term "collective intelligence" in 1994 to describe how the internet could facilitate rapid communication and broader participation in decision making.
UMS 2011 Mapping the Field
The document discusses the history and development of media studies as an interdisciplinary field that draws from areas like the humanities, social sciences, and professions. It provides an overview of key figures, theories, and landmark studies that helped shape the field. It also examines ongoing debates around defining the boundaries and subject matter of media studies and how it relates to other disciplines.
Media effects
The document discusses several theories of media effects:
- Hypodermic needle theory sees audiences as passive and unable to resist media messages.
- Uses and gratifications theory sees audiences as active and making deliberate choices in their media interactions. It identifies four uses: surveillance, diversion, personal identity, and personal relationships.
- Cultivation theory argues that media messages have long-term effects by repetition and influence audiences' views over time.
- Reception theory focuses on how audiences interpret and make their own meanings from media texts, seeing audiences as active rather than passive.
Ideology & representation in media
This document discusses different theories about how media represents and influences society:
- Functionalism says media informs, correlates information, provides continuity of culture and entertainment. Conflict theory says media representation is shaped by ideology and bias.
- Representation in media results from selection of possibilities and is ideological. Stereotypes in media content can reinforce power relations.
- Media can manipulate representation through techniques like mise-en-scene, editing, and framing. Content analysis is needed to understand media influence.
- Hegemony theory says the ruling class controls media to shape public opinion. Pluralism says media reflects diverse audiences rather than pushing ideology. Stereotypes arise from pleasing audience expectations.
Genre theory
This document discusses genre theory in film and media. It provides definitions of genre from several scholars and theorists. Genre involves organizing films into categories based on shared conventions. This allows audiences to recognize genres and understand what to expect. However, genres are also dynamic and evolve over time through hybridization and changes in conventions. The document examines positives and negatives of genre theory, and discusses how genres provide structure for audiences and industries, but can also become stereotyped or restrict creativity.
Floor plan media
This floor plan document contains a bedroom with a bed. It also shows a camera located somewhere in the bedroom. In just a few words, the floor plan depicts a bedroom with a bed and includes a camera.
Production schedule
This document contains a schedule for a film project listing the date, task, required people, equipment, and location for each step including genre research, note-taking, choosing an artist, annotating lyrics, creating a storyboard, researching target audiences and costumes/props, a shot list, filming bridge and house scenes, editing, and completing promotional materials like a digipack and poster. The tasks involve using software like PowerPoint, Word, Photoshop, and PremierPro and equipment like a camera, tripod, and scanner at various locations of school, home, and on a bridge.
Media language theory
This document discusses key technical elements of film including mise-en-scene, editing, sound, and camera work. It also defines what a "text" is in media as any media product like TV shows, photos, films, etc. It introduces concepts from semiotics like codes that combine visual, audio and written elements to create meaning. Specifically, it outlines Swiss linguist Ferdinand de Saussure's concept of the sign being made up of the signifier and signified. Finally, it discusses how semiotician Ronald Barthes applied abstract ideas to culture and showed how dominant ideologies can make values seem natural through signs.
Digipack and advertising
The document analyzes the packaging and advertising for a Nathaniel Rateliff album. The digipak cover focuses on Rateliff's image to identify him as the main singer and imply a rock genre. Dark colors suggest rock and soul elements, while brightness implies light-hearted music. Small font for the artist name emphasizes the songs over the band. The back continues dark colors and focuses on the songs, not promoting the band itself. The advertising poster shows the full band in rock and country-style clothing with bold text and Rateliff centered to identify him and catch the reader's eye.
More Related Content
What's hot
Media studies salman8
This document summarizes several key theories in media studies:
1) Active audience theory which holds that audiences can understand media messages differently based on their own experiences and can critically analyze or reject messages.
2) Uses and gratification theory which examines how individuals use mass media to fulfill personal needs such as entertainment or information.
3) Obstinate audience theory which found that audiences filter and distort messages to fit their own views rather than passively accepting one-way influence.
4) Cultural studies theories which emphasize the active role of audiences in interpreting media texts based on their social positions and backgrounds.
Audience theory
This document discusses several theories of audience analysis:
1. Audience theory examines how media producers construct target audiences and how content is tailored for mass or niche groups.
2. The two-step flow theory from the 1940s-50s suggests that information spreads from media to opinion leaders and then to others. It acknowledges audiences are active participants rather than passive receivers.
3. Uses and gratifications theory from the 1960s recognizes that audiences make choices in what media they consume and why, such as for diversion, relationships, identity, or information. Analysis of audiences continues to evolve as new media emerge.
The imagined reader
This document provides an overview of several audience theories that can be incorporated into responses for course G325. It briefly outlines key concepts from effects theory, uses and gratifications theory, reception theory, postmodern theory, and media 2.0. It also discusses how magazines represent and appeal to different gender audiences. Additional sections cover the active audience perspective, the relationship between media ownership, power structures and messaging, and models of mass media communication including the hypodermic needle model, gatekeeping theory, and uses and gratifications theory.
Audience
The document discusses several theories of how audiences interact with and interpret media texts:
1) The Hypodermic Needle Model from the 1920s viewed audiences as passive receivers of media messages, without considering individual experiences or opinions.
2) The Two-Step Flow theory from the 1940s suggested information spreads from media to opinion leaders and their social circles, rather than directly to the masses.
3) Uses and Gratifications theory from the 1940s-1960s viewed audiences as actively choosing media texts to fulfill various needs like information, social interaction, and entertainment.
4) Reception Theory from the 1980s-1990s focused on how individual attributes like gender, class, and ethnicity influence how
A2 media theory part 2
This document provides an overview of several media theories and perspectives, including:
- Two-step flow theory which proposes that media influence flows from media to opinion leaders to the general audience.
- Gramsci's theory of cultural hegemony which argues that ruling classes maintain power through promoting and winning the consent of masses via popular culture.
- The Frankfurt School perspective that mass media encourage conformity and passivity by manipulating popular tastes for profit.
- Stuart Hall's encoding/decoding model of how media producers encode meanings but audiences can decode messages differently.
- News values which determine what becomes newsworthy based on factors like prominence, novelty, and negativity.
- Semiotics and how media representations use signs and symbols
Audience theory
Audience theory has evolved over time from three main perspectives:
The first theory from the 1920s-1930s viewed audiences as passive receivers of media messages. The two-step flow theory from the 1940s-1950s saw audiences as more active, with opinion leaders influencing others. Uses and gratifications theory from the 1960s saw audiences as active consumers who use media selectively to fulfill various needs like diversion, social interaction, identity, and information gathering.
The public sphere
The document discusses the public sphere as defined by Habermas, the generation of public opinion through assembly and dialogue to guide state affairs, and the blurring of boundaries between public and private spheres with new media. Specifically:
1) Habermas defined the public sphere as private people gathering together as a public to articulate societal needs to the state.
2) The public sphere generates opinions and attitudes through discussion and debate that can affirm or challenge the state.
3) With new media, the separation between public and private spheres has become slimmer as information transfer is no longer confined to physical spaces but can occur anywhere through mobile technology.
Psa Nov 09
This document discusses the differences between publics and audiences. Publics are active, political groups of strangers who inhabit the public realm and share a normative horizon and language. Audiences are more passive aggregates of individuals in the private realm who coalesce around various media for consumption purposes. It raises questions about the future of PSAs and how new forms of media may impact publics versus audiences through things like stranger socialities, public pedagogies, and recuperative dialogue.
Habermas, the public sphere, and democracy a critical intervention
Douglas Kellner critically analyzes Habermas's concept of the public sphere. Habermas argued that the bourgeois public sphere allowed citizens to openly assemble and critically debate issues of common concern that could influence political decisions. However, Kellner notes criticisms that Habermas neglected groups like women and workers. Kellner also discusses how new technologies are creating new public spheres, and that activists should use these technologies to engage the public and intervene in debates.
Social media theories final copy
The document discusses several social media theories:
1) Dependency Theory proposes that individuals rely on media to meet needs and achieve goals, and dependence varies based on how well different media meet those needs.
2) Altercasting Theory suggests that persuaders can influence others by forcing them into roles that imply certain behaviors. This can be done directly by telling them their role, or indirectly by one's own behavior eliciting a counter-role.
3) Both theories are relevant to social media, where Dependency Theory suggests people rely on platforms for information, and Altercasting can be seen in directly assigning roles to others or indirectly through one's own social media behavior.
Media And Collective Identity Notes (OCR Media Conference 2009)
This document provides an overview of the G325: Critical Perspectives in Media course specification focusing on the study of media and collective identity. Some key points:
- Students choose a topic area like gender, ethnicity, age, etc. to study representations across at least two media through case studies and research.
- Exam questions may address how media represents groups, historical comparisons, and social implications of representations.
- Definitions of collective identity center around a shared sense of belonging and connection in relation to others.
- Theories discussed include Habermas' public sphere concept and how mass media has transformed public participation and civic engagement.
- Suggestions are provided for exploring representations of Britishness
Audience
This document discusses several theories of how audiences interact with and are influenced by media texts:
1. The Hypodermic Needle Model (1920s) viewed audiences as passive receivers, influenced directly by media messages without question.
2. The Two Step Flow theory (1940s) found influence comes indirectly through opinion leaders who filter messages to their social groups.
3. Uses and Gratifications theory (1960s onward) sees audiences as active, using media to fulfill personal needs like diversion, social interaction, identity.
4. Reception Theory (1980s-90s) expanded on active audiences, finding meaning depends on individual viewer's context like gender, class, ethnicity. Produc
Mc2 Week 4 2 Step Flow & Hypodermic Needle
This document discusses early theories about the effects of mass media, including Harold Lasswell's propaganda theory from the 1920s. Lasswell argued that propaganda during WWI duped and degraded people, assuming they reacted uniformly to stimuli. Paul Lazarsfeld later studied media effects and found that ideas often flow from media to opinion leaders and then to the broader population, known as the two-step flow of communication. Opinion leaders are influential on specific topics and help spread information and influence through word-of-mouth. Later researchers developed the concept of "influentials" who are early adopters that can influence behavior change.
Ism wpresentation
Collective intelligence refers to shared or group intelligence that emerges from collaboration and competition among individuals. It appears in consensus decision making in bacteria, animals, humans, and computer networks. The concept emerged from writings in the 1970s-1990s and refers to how large groups can converge on the same knowledge. Pierre Lévy introduced the term "collective intelligence" in 1994 to describe how the internet could facilitate rapid communication and broader participation in decision making.
UMS 2011 Mapping the Field
The document discusses the history and development of media studies as an interdisciplinary field that draws from areas like the humanities, social sciences, and professions. It provides an overview of key figures, theories, and landmark studies that helped shape the field. It also examines ongoing debates around defining the boundaries and subject matter of media studies and how it relates to other disciplines.
Media effects
The document discusses several theories of media effects:
- Hypodermic needle theory sees audiences as passive and unable to resist media messages.
- Uses and gratifications theory sees audiences as active and making deliberate choices in their media interactions. It identifies four uses: surveillance, diversion, personal identity, and personal relationships.
- Cultivation theory argues that media messages have long-term effects by repetition and influence audiences' views over time.
- Reception theory focuses on how audiences interpret and make their own meanings from media texts, seeing audiences as active rather than passive.
Ideology & representation in media
This document discusses different theories about how media represents and influences society:
- Functionalism says media informs, correlates information, provides continuity of culture and entertainment. Conflict theory says media representation is shaped by ideology and bias.
- Representation in media results from selection of possibilities and is ideological. Stereotypes in media content can reinforce power relations.
- Media can manipulate representation through techniques like mise-en-scene, editing, and framing. Content analysis is needed to understand media influence.
- Hegemony theory says the ruling class controls media to shape public opinion. Pluralism says media reflects diverse audiences rather than pushing ideology. Stereotypes arise from pleasing audience expectations.
What's hot (17)
Habermas, the public sphere, and democracy a critical intervention
Habermas, the public sphere, and democracy a critical intervention
Media And Collective Identity Notes (OCR Media Conference 2009)
Media And Collective Identity Notes (OCR Media Conference 2009)
Viewers also liked
Genre theory
This document discusses genre theory in film and media. It provides definitions of genre from several scholars and theorists. Genre involves organizing films into categories based on shared conventions. This allows audiences to recognize genres and understand what to expect. However, genres are also dynamic and evolve over time through hybridization and changes in conventions. The document examines positives and negatives of genre theory, and discusses how genres provide structure for audiences and industries, but can also become stereotyped or restrict creativity.
Floor plan media
This floor plan document contains a bedroom with a bed. It also shows a camera located somewhere in the bedroom. In just a few words, the floor plan depicts a bedroom with a bed and includes a camera.
Production schedule
This document contains a schedule for a film project listing the date, task, required people, equipment, and location for each step including genre research, note-taking, choosing an artist, annotating lyrics, creating a storyboard, researching target audiences and costumes/props, a shot list, filming bridge and house scenes, editing, and completing promotional materials like a digipack and poster. The tasks involve using software like PowerPoint, Word, Photoshop, and PremierPro and equipment like a camera, tripod, and scanner at various locations of school, home, and on a bridge.
Media language theory
This document discusses key technical elements of film including mise-en-scene, editing, sound, and camera work. It also defines what a "text" is in media as any media product like TV shows, photos, films, etc. It introduces concepts from semiotics like codes that combine visual, audio and written elements to create meaning. Specifically, it outlines Swiss linguist Ferdinand de Saussure's concept of the sign being made up of the signifier and signified. Finally, it discusses how semiotician Ronald Barthes applied abstract ideas to culture and showed how dominant ideologies can make values seem natural through signs.
Digipack and advertising
The document analyzes the packaging and advertising for a Nathaniel Rateliff album. The digipak cover focuses on Rateliff's image to identify him as the main singer and imply a rock genre. Dark colors suggest rock and soul elements, while brightness implies light-hearted music. Small font for the artist name emphasizes the songs over the band. The back continues dark colors and focuses on the songs, not promoting the band itself. The advertising poster shows the full band in rock and country-style clothing with bold text and Rateliff centered to identify him and catch the reader's eye.
Costumes props and actors
Andrew Goldman was cast as the lead actor in a music video about a husband suffering from depression. The director believed Andrew could effectively portray the emotional pain of the character and offer a dynamic interpretation based on his successful experience in past plays and musicals. For the scenes in the bedroom, Andrew's character will wear a t-shirt and jogging bottoms, and for the scene on a bridge, he will wear casual dark clothing and a coat to represent a dark mood. Props of flowers and pills will also be needed.
Narrative theory
This document discusses narrative theory and provides examples of several influential narrative theorists. It defines narrative as a chain of events organized in a cause-and-effect relationship that occurs over time and involves a beginning, middle, and end. Several major theorists are outlined, including Propp's identification of recurring character archetypes, Todorov's model of narrative phases, Barthes' narrative codes, and Levi-Strauss' examination of how stories reflect cultural myths and beliefs. More recent trends in complex and nonlinear narratives are also mentioned.
Genre research
Rock and roll originated in the United States in the late 1940s and early 1950s, combining genres like gospel, jazz, boogie woogie and blues. The electric guitar became the primary instrument associated with rock music. The 1960s saw rock music diversify into genres like folk rock and country rock, spreading worldwide in popularity. Iconic rock bands like Queen revolutionized music videos with creative productions like Bohemian Rhapsody. Artists such as David Bowie, Elvis, and Mick Jagger further popularized rock music globally over subsequent decades.
Target audience research
The target audience for rock music is predominantly male, between the ages of 18 and 50, who are likely of white English descent and without families. While some female listeners and younger people enjoy rock, the main target is males aged 18-50 who share a passion for rock music with a partner.
Shot list
The document lists 26 shots from different locations - the bedroom, bridge, kitchen and church - with varying camera angles and shot types including high angles, close ups, two shots, and point of view shots, showing scenes that fade between the locations.
Andrew goodwin
Andrew Goodwin identified 6 key features of effective music videos: 1) Visuals that link to lyrics and tell the song's story, 2) Incorporating genre characteristics, 3) Synchronizing visuals with music, 4) Including close-ups of the artist, 5) Making intertextual references, and 6) Frequently using screens and mirrors. He proposes analyzing music videos using 5 steps: examining the song itself, analyzing the narrative and performance, considering the star image, relating visuals to lyrics, and assessing technical aspects like camerawork, editing, and effects. Technical elements are important for holding the video together and creating an authentic setting that enhances the music.
Media evaluation question 1
1. In what ways does your media product use, develop or challenge forms and conventions of real media products ?
Evaluation Question 3
Entertainment One Films would be a suitable distributor for the filmmaker's thriller film "Remember Me?" for several reasons:
1) Entertainment One has experience distributing independent films and thrillers successfully.
2) They have partnerships with major studios that could help in distributing the independent thriller.
3) Recent thriller films distributed by Entertainment One have been box office successes, indicating demand for the genre.
4) Distributing an independent thriller could help Entertainment One attract new audiences.
Production feedback
The film opening Remember Me? uses technical skills creatively, with controlled camerawork featuring varied shots and framing. Well-placed cuts and transitions advance the narrative introduced by the radio broadcast at the start. Appropriate music and sound effects build tension and enhance the editing of the radio broadcast. Overall, the film opening effectively establishes the genre and fits the script that introduces the narrative well, demonstrating excellence deserving a high score.
Goldman andrew as cw evaluation and overall feedback sheet
Andrew Goldman received marks of 16/20 for planning, 48/60 for construction of his main task, and 17/20 for evaluation. His evaluation demonstrated a strong understanding of conventions used in production and how they affected the audience. He provided appropriate examples and details in his answers. While he showed good analytical skills, he could have incorporated more research. Overall his work displayed a clear layout and understanding of the task, genre and audience, earning him a total mark of 81/100 and a grade of A.
Pre production marks
Andrew created a blog to document his pre-production work for an AS media project. He analyzed similar films, considered genre conventions, and fully researched his target audience. Andrew also created a script, storyboard, shotlist, floor plans, research on locations and costumes/props. He detailed the equipment and production schedule. The teacher provided feedback that Andrew demonstrated excellent planning but could improve his similar product analysis and storyboard presentation. The teacher awarded Andrew 16 out of 20 marks for his pre-production work.
Goldman andrew a2 cw pre production tasks feedback sheet
This document provides feedback on a student's pre-production work for a music video project. The teacher provides positive feedback on many areas, noting research, storyboards, shotlists, costumes, props, actors, and the production schedule were well done. Some areas needing improvement were adding the student's own images, more examples of genre and packaging analysis, and including an equipment list. The student created additional posts to address these areas. The teacher's final mark was 17 out of 20, showing the student made good improvements based on the feedback.
07. cw evaluation speed dating
This document appears to be feedback from a speed dating evaluation of media studies coursework. Nine people provided feedback on a video project. Overall, the feedback was very positive. Comments praised aspects like creative ideas, effective use of shots at different locations, perfect juxtaposition of song and film, twist ending, creative structure, and visually stunning transitions. Minor suggested improvements included focus of some clips, color grading, occasional out of focus shots, and smoothness of some cuts. Descriptions of the video included words like 'fantastique', 'great', 'hilarious', 'creative', 'amazing', and 'outstanding'.
Equipment list
Andrew will be using a Canon 700D camera for its quality, resolution, and easy usability. He is familiar with this camera type from previous projects. He will store footage on a 16GB SD card to ensure sufficient storage for outtakes and production stills. After deliberation, Andrew decided against using a tripod for the music video, feeling a handheld style would be more engaging for the audience. He will edit the project in Adobe Premiere Pro, which he is very comfortable with after 4 years of experience. Premiere Pro allows professional effects and integration with other programs needed to edit the music video.
Production schedule
The document outlines the production schedule for a music video project including pre-production, production, and post-production tasks. It details dates, tasks, required personnel, equipment, and locations for filming scenes, editing footage, designing packaging, and completing other necessary jobs from August 2016 through March 2017. The schedule includes filming in both Ringwood, UK and locations in New York City.
Viewers also liked (20)
Goldman andrew as cw evaluation and overall feedback sheet
Goldman andrew as cw evaluation and overall feedback sheet
Goldman andrew a2 cw pre production tasks feedback sheet
Goldman andrew a2 cw pre production tasks feedback sheet
Similar to Audience theory
Audience theory
The document summarizes several theories of audience and media effects:
1) Audience Theory proposes that media producers target either mass or niche audiences and must understand their audience.
2) The Frankfurt School viewed audiences as passive, accepting media messages without question.
3) The Two Step Flow Theory posits that opinions flow from media to opinion leaders to the broader audience, making audiences more active. Opinion leaders influence others rather than the media directly influencing all.
4) Uses and Gratifications Theory sees audiences as active in choosing media to fulfill needs like diversion, relationships, identity and surveillance of useful information. Individuals consume media for different reasons.
Audience theory
This document discusses several theories of how audiences interact with and interpret media. It outlines the hypodermic syringe theory from the 1920s-1930s which viewed audiences as passive receivers of media messages. The 2-step flow theory from the 1940s-1950s proposed that opinion leaders first receive information from media and then pass it along to others. Uses and gratifications theory from the 1960s recognized that audiences actively seek out media to fulfill certain needs like diversion, relationships, identity and surveillance. Later theories like David Morley's in the 1980s suggested audiences can have dominant, negotiated or oppositional readings of media texts.
Audience theory
This document discusses several theories of audience:
1) The Frankfurt School's "effects model" viewed audiences as passive recipients of media messages.
2) The two-step flow theory developed in the 1940s-50s recognized that opinion leaders influence others through interpretation of media.
3) Uses and gratifications theory from the 1960s saw audiences as active consumers who use media for purposes like diversion, relationships, identity, and information.
4) David Morley's 1980s study identified dominant, negotiated, and oppositional readings that audiences can take from media based on their perspectives.
Audience theory
Audience theory has evolved over time from seeing audiences as passive receivers of media messages to active participants in the meaning making process. Early theories like the Frankfurt School's hypodermic needle theory viewed audiences as absorbing media messages without question. The two-step flow of communication model from the 1940s saw some audience members as early adopters who influenced others. Uses and gratifications theory from the 1960s recognized that audiences are active in choosing media content to fulfill certain needs and social roles. More recent views see audiences as negotiating meanings from media rather than accepting or rejecting messages wholesale.
Audience theory
Audience theory has evolved over time from seeing audiences as passive receivers of media messages to more active participants. Early theories like the hypodermic needle model saw audiences as passive, but the two-step flow theory from the 1940s-1950s suggested audiences are more active - with opinion leaders influencing others after first receiving information themselves. Uses and gratifications theory from 1974 examined why individuals choose certain media and what needs they fulfill, such as diversion, personal relationships, identity, and surveillance. More recent cultural studies look at how audiences can interpret media messages in dominant, negotiated, or oppositional ways based on their own perspectives.
The Wall Rhapsody - CUD
This document is a project by Sirin Al Masri titled "The Wall Rhapsody" about media impact and communication theory. It consists of 5 chapters:
1. An introduction discussing the project name and influence of songs.
2. A discussion of mass communication and how it differs from interpersonal communication in addressing a large audience.
3. An exploration of the bandwagon effect where people are influenced by what others do.
4. An examination of the psychology of media audiences and how they are conceptualized.
5. A proposed cartoon animation advertisement for Caterpillar about using a truck to break down a wall separating isolated groups on a planet, representing breaking free from media control.
The Wall Rapsody - CUD
This document is a project by Sirin Al Masri titled "The Wall Rhapsody" about media impact and communication theory. It consists of 5 chapters:
1. An introduction discussing the project name and influences from songs.
2. Chapter I discusses definitions of mass communication and how it differs from interpersonal communication.
3. Chapter II explains communication theory and how all living things communicate.
4. Chapter III explores the bandwagon effect and herd mentality in consumer behavior and politics.
5. Chapter IV examines the psychology of media audiences and how they are conceptualized in research.
The project also includes a conceptual advertisement for Caterpillar Middle-East showing two isolated groups
Audience
This document discusses several theories of how audiences interact with and are influenced by media texts:
1. The Hypodermic Needle Model (1920s) viewed audiences as passive receivers, influenced directly by media messages without question.
2. The Two Step Flow theory (1940s) found influence comes indirectly through opinion leaders who filter messages to their social groups.
3. Uses and Gratifications theory (1960s onward) sees audiences as active, using media to fulfill personal needs like diversion, social interaction, identity.
4. Reception Theory (1980s-90s) expanded on active audiences, finding meaning depends on individual viewer's context like gender, class, ethnicity. Produc
Section a audience theory
This document discusses several theories of audience and media effects:
- The Frankfurt School viewed audiences as susceptible to media messages like a hypodermic needle.
- The two-step flow theory proposes that opinion leaders receive media messages and pass them to others in their social networks.
- Uses and gratifications theory argues that audiences actively choose media to fulfill needs like diversion, social interaction, identity, and information.
- David Morley's reading positions include dominant readings where audiences fully accept the message, negotiated readings where audiences modify the message, and oppositional readings where audiences reject the intended message.
Audience
Audience theory is the starting point for analyzing media texts. There have been several theories proposed to explain the relationship between audiences and media texts, from the earliest Hypodermic Needle Model which viewed audiences as passive receivers, to more modern theories that recognize audiences as active users who consume media for different reasons. Key theories discussed include the Two-Step Flow theory which proposes information spreads through opinion leaders, Uses and Gratifications which examines why audiences consume different media to fulfill various needs, and Reception Theory which acknowledges individual audience members can interpret the same text differently based on their own experiences and perspectives.
6.4 - Relationship between Producers and Audience.pptx
This document discusses the relationship between media producers and audiences. It begins by discussing how we should think about what people do with media rather than what media do to people. It then discusses two main concerns regarding how audiences engage with media texts: whether texts have a single meaning or multiple meanings, and what factors need to be considered in understanding a text's meanings. The document goes on to explain four communication theories - the hypodermic needle theory, reinforcement theory, uses and gratification theory, and two-step flow theory. It provides a brief overview of each theory, including their perspectives on audiences and influence.
Audience Theory
The hypodermic needle model from the 1920s suggested that audiences passively receive media messages without processing or challenging the information. However, this theory proved too simplistic. The two-step flow theory proposed that information flows from media to opinion leaders in society, who then influence their social circles, so the effect is mediated rather than direct. This two-step process and role of social factors diminished the perceived power of media on audiences.
Four eras of communication (2)
This document discusses the four eras of mass communication theories:
1) Era of mass society theory from 1850-1940 where new media was seen as disruptive.
2) Era of scientific perspective from 1940-1950 where Lazarsfeld conducted experiments showing media had limited effects.
3) Era of limited effects from 1950-1960s where research supported this perspective.
4) Era of cultural criticism from 1960-1980s where European theorists argued media enabled elites to maintain power. Theories discussed in each era include propaganda theory, limited effects theory, agenda setting theory, and cultivation theory.
Audience theory
This document discusses several theories of audience:
- The Frankfurt School viewed audiences as passive, accepting media messages without question.
- The Two-Step Flow Theory proposed that opinions are influenced through opinion leaders who interpret media for others. This established audiences as active participants.
- Uses and Gratifications Theory found audiences actively consume media to fulfill personal needs like diversion, social interaction, and identity.
- Later theories expanded reasons for media use and proposed different "readings" that audiences can take, from fully accepting to opposing the preferred message.
Audience
The document discusses audience theory and how media producers construct imagined audiences to inform their media products. It addresses the debate around passive versus active audiences and different theories on how audiences consume and make meaning from media texts. The key points are:
1) Producers must define their target audience in terms of demographics, identity factors, and how the audience will use and find meaning in the product.
2) Audiences can be passive and directly influenced by media messages or active interpreters who bring their own perspectives.
3) When creating media, producers should consider audience research and feedback to better understand and appeal to their target audience.
Audience theory
The document discusses several theories of audience in media studies:
1) The Frankfurt School viewed audiences as isolated individuals susceptible to media messages like a hypodermic needle, while two-step flow theory proposed information spreads from media to opinion leaders to others.
2) Uses and gratifications theory saw active audiences choosing media to fulfill purposes like diversion, relationships, and identity.
3) David Morley's research identified dominant, negotiated, and oppositional readings reflecting how audiences interpret preferred meanings.
Audience theory
The document discusses several theories of media audiences:
1. The Frankfurt School viewed audiences as isolated individuals susceptible to media messages like hypodermic needles.
2. The two-step flow theory proposed that opinion leaders receive media messages and pass them on to others, showing audiences are part of a social process.
3. Uses and gratifications theory expanded on active audiences, explaining that individuals choose media to fulfill purposes like diversion, social interaction, identity, and information gathering.
4. David Morley's study identified three types of audience readings: dominant/hegemonic (fully accepting a program's messages), negotiated (modifying messages to personal views), and oppositional/counter-hegemonic (reject
Audience theory
This document discusses four theories of audience:
1) The Frankfurt School viewed audiences as passive recipients of media messages through a "hypodermic needle" model.
2) The Two Step Flow theory proposed by Lazarsfeld and Katz found that people are more influenced by interpersonal relationships than media itself, with opinion leaders influencing others.
3) Uses and Gratifications theory sees audiences as active in choosing media to fulfill needs like diversion, relationships, identity and surveillance.
4) David Morley's theory proposed dominant, negotiated and oppositional readings of media based on how much the audience shares the producer's intended meanings.
Active audience
The document discusses the theory of the active audience, which posits that audiences play an active role in interpreting media messages rather than passively accepting them. It outlines the development of this theory over time, from early models that viewed audiences as passive to Stuart Hall's encoding/decoding model and other research emphasizing that audiences filter messages through their own experiences and can negotiate or oppose the dominant meanings. The document also discusses criticisms of and ongoing questions around the active audience theory.
Fourerasofcommunication2 120430110914-phpapp01
The document summarizes four eras in the development of mass communication theories:
1) Era of mass society theory from 1850-1940 focused on media's negative impact on society.
2) Era of scientific perspective from 1940-1950 saw Lazarsfeld introduce empirical research challenging mass society ideas.
3) Era of limited effects from 1950-1960s saw empirical research further support limited media effects.
4) Era of cultural criticism from 1960-1980s saw non-empirical European theories challenge the dominant limited effects view.
Similar to Audience theory (20)
6.4 - Relationship between Producers and Audience.pptx
6.4 - Relationship between Producers and Audience.pptx
Recently uploaded
Walmart Business+ and Spark Good for Nonprofits.pdf
"Learn about all the ways Walmart supports nonprofit organizations.
You will hear from Liz Willett, the Head of Nonprofits, and hear about what Walmart is doing to help nonprofits, including Walmart Business and Spark Good. Walmart Business+ is a new offer for nonprofits that offers discounts and also streamlines nonprofits order and expense tracking, saving time and money.
The webinar may also give some examples on how nonprofits can best leverage Walmart Business+.
The event will cover the following::
Walmart Business + (https://business.walmart.com/plus) is a new shopping experience for nonprofits, schools, and local business customers that connects an exclusive online shopping experience to stores. Benefits include free delivery and shipping, a 'Spend Analytics” feature, special discounts, deals and tax-exempt shopping.
Special TechSoup offer for a free 180 days membership, and up to $150 in discounts on eligible orders.
Spark Good (walmart.com/sparkgood) is a charitable platform that enables nonprofits to receive donations directly from customers and associates.
Answers about how you can do more with Walmart!"
The simplified electron and muon model, Oscillating Spacetime: The Foundation...
Discover the Simplified Electron and Muon Model: A New Wave-Based Approach to Understanding Particles delves into a groundbreaking theory that presents electrons and muons as rotating soliton waves within oscillating spacetime. Geared towards students, researchers, and science buffs, this book breaks down complex ideas into simple explanations. It covers topics such as electron waves, temporal dynamics, and the implications of this model on particle physics. With clear illustrations and easy-to-follow explanations, readers will gain a new outlook on the universe's fundamental nature.
Chapter 4 - Islamic Financial Institutions in Malaysia.pptx
Chapter 4 - Islamic Financial Institutions in Malaysia.pptxMohd Adib Abd Muin, Senior Lecturer at Universiti Utara Malaysia
This slide is special for master students (MIBS & MIFB) in UUM. Also useful for readers who are interested in the topic of contemporary Islamic banking.
How to Fix the Import Error in the Odoo 17
An import error occurs when a program fails to import a module or library, disrupting its execution. In languages like Python, this issue arises when the specified module cannot be found or accessed, hindering the program's functionality. Resolving import errors is crucial for maintaining smooth software operation and uninterrupted development processes.
Advanced Java[Extra Concepts, Not Difficult].docx
This is part 2 of my Java Learning Journey. This contains Hashing, ArrayList, LinkedList, Date and Time Classes, Calendar Class and more.
ANATOMY AND BIOMECHANICS OF HIP JOINT.pdf
it describes the bony anatomy including the femoral head , acetabulum, labrum . also discusses the capsule , ligaments . muscle that act on the hip joint and the range of motion are outlined. factors affecting hip joint stability and weight transmission through the joint are summarized.
BBR 2024 Summer Sessions Interview Training
Qualitative research interview training by Professor Katrina Pritchard and Dr Helen Williams
Executive Directors Chat Leveraging AI for Diversity, Equity, and Inclusion
Let’s explore the intersection of technology and equity in the final session of our DEI series. Discover how AI tools, like ChatGPT, can be used to support and enhance your nonprofit's DEI initiatives. Participants will gain insights into practical AI applications and get tips for leveraging technology to advance their DEI goals.
Exploiting Artificial Intelligence for Empowering Researchers and Faculty, In...
Exploiting Artificial Intelligence for Empowering Researchers and Faculty, In...Dr. Vinod Kumar Kanvaria
Exploiting Artificial Intelligence for Empowering Researchers and Faculty,
International FDP on Fundamentals of Research in Social Sciences
at Integral University, Lucknow, 06.06.2024
By Dr. Vinod Kumar KanvariaPCOS corelations and management through Ayurveda.
This presentation includes basic of PCOS their pathology and treatment and also Ayurveda correlation of PCOS and Ayurvedic line of treatment mentioned in classics.
বাংলাদেশ অর্থনৈতিক সমীক্ষা (Economic Review) ২০২৪ UJS App.pdf
বাংলাদেশের অর্থনৈতিক সমীক্ষা ২০২৪ [Bangladesh Economic Review 2024 Bangla.pdf] কম্পিউটার , ট্যাব ও স্মার্ট ফোন ভার্সন সহ সম্পূর্ণ বাংলা ই-বুক বা pdf বই " সুচিপত্র ...বুকমার্ক মেনু 🔖 ও হাইপার লিংক মেনু 📝👆 যুক্ত ..
আমাদের সবার জন্য খুব খুব গুরুত্বপূর্ণ একটি বই ..বিসিএস, ব্যাংক, ইউনিভার্সিটি ভর্তি ও যে কোন প্রতিযোগিতা মূলক পরীক্ষার জন্য এর খুব ইম্পরট্যান্ট একটি বিষয় ...তাছাড়া বাংলাদেশের সাম্প্রতিক যে কোন ডাটা বা তথ্য এই বইতে পাবেন ...
তাই একজন নাগরিক হিসাবে এই তথ্য গুলো আপনার জানা প্রয়োজন ...।
বিসিএস ও ব্যাংক এর লিখিত পরীক্ষা ...+এছাড়া মাধ্যমিক ও উচ্চমাধ্যমিকের স্টুডেন্টদের জন্য অনেক কাজে আসবে ...
Your Skill Boost Masterclass: Strategies for Effective Upskilling
Your Skill Boost Masterclass: Strategies for Effective UpskillingExcellence Foundation for South Sudan
Strategies for Effective Upskilling is a presentation by Chinwendu Peace in a Your Skill Boost Masterclass organisation by the Excellence Foundation for South Sudan on 08th and 09th June 2024 from 1 PM to 3 PM on each day.How to Add Chatter in the odoo 17 ERP Module
In Odoo, the chatter is like a chat tool that helps you work together on records. You can leave notes and track things, making it easier to talk with your team and partners. Inside chatter, all communication history, activity, and changes will be displayed.
Hindi varnamala | hindi alphabet PPT.pdf
हिंदी वर्णमाला पीपीटी, hindi alphabet PPT presentation, hindi varnamala PPT, Hindi Varnamala pdf, हिंदी स्वर, हिंदी व्यंजन, sikhiye hindi varnmala, dr. mulla adam ali, hindi language and literature, hindi alphabet with drawing, hindi alphabet pdf, hindi varnamala for childrens, hindi language, hindi varnamala practice for kids, https://www.drmullaadamali.com
Azure Interview Questions and Answers PDF By ScholarHat
Azure Interview Questions and Answers PDF By ScholarHat
RPMS TEMPLATE FOR SCHOOL YEAR 2023-2024 FOR TEACHER 1 TO TEACHER 3
RPMS Template 2023-2024 by: Irene S. Rueco
Recently uploaded (20)
Walmart Business+ and Spark Good for Nonprofits.pdf
Walmart Business+ and Spark Good for Nonprofits.pdf
The simplified electron and muon model, Oscillating Spacetime: The Foundation...
The simplified electron and muon model, Oscillating Spacetime: The Foundation...
Chapter 4 - Islamic Financial Institutions in Malaysia.pptx
Chapter 4 - Islamic Financial Institutions in Malaysia.pptx
Executive Directors Chat Leveraging AI for Diversity, Equity, and Inclusion
Executive Directors Chat Leveraging AI for Diversity, Equity, and Inclusion
Exploiting Artificial Intelligence for Empowering Researchers and Faculty, In...
Exploiting Artificial Intelligence for Empowering Researchers and Faculty, In...
Liberal Approach to the Study of Indian Politics.pdf
Liberal Approach to the Study of Indian Politics.pdf
বাংলাদেশ অর্থনৈতিক সমীক্ষা (Economic Review) ২০২৪ UJS App.pdf
বাংলাদেশ অর্থনৈতিক সমীক্ষা (Economic Review) ২০২৪ UJS App.pdf
Your Skill Boost Masterclass: Strategies for Effective Upskilling
Your Skill Boost Masterclass: Strategies for Effective Upskilling
Azure Interview Questions and Answers PDF By ScholarHat
Azure Interview Questions and Answers PDF By ScholarHat
RPMS TEMPLATE FOR SCHOOL YEAR 2023-2024 FOR TEACHER 1 TO TEACHER 3
RPMS TEMPLATE FOR SCHOOL YEAR 2023-2024 FOR TEACHER 1 TO TEACHER 3
Audience theory
- 1. Audience theory What isaudience? All mediaproductshave atarget audience Theyalsosometimes(particularlyinthe case of propaganda) tryto constructan audience. Productscan have a mass audience ora niche audience The producerstextsneedtoknow the importance of theiraudience whenmakingproducts Firstaudience theory:the Frankfurtschool At the school a group of mediatheoristsinthe 1920’s/30’s were concernedaboutthe possible effectsof massmedia Theyproposedthe ‘effectsmode’whichconsideredsocietytobe composedof isolated individualswhowere susceptibletomediamessages. The Frankfurtschool envisioned the mediaasa hypodermicsyringe Linearcommunicationtheory;passive audience andnoindividualdifference. The secondtheory:the two stepflow DevelopedbyLazarsfeldandKatzinthe 40’s/50’s Firstopinion –leadersgetinformationfromamediasource Secondopinion –leadersthenpassthe informationalongwiththeirinterpretation,to others(friends,family,acquaintances) More likelytobe influencedbyindividual peoplethanthe massmedia The people’schoice,40’s – Lazarsfeld. Personal influence–Katz Opinionleadersplayclose attentiontothe massmedia The audience isnolongerpassive 2012 – people gettheirnewsfrom140 characters ontwitterforexample Half of whatthe mediareleasesisdiffusedbythe opinionleaders We are more likelytobuyaproduct if our friendsandfamilyhype itandgetitthemselves. Strengthsof the theory:audiencesare active andare seenas part of a society Limitationsof the theory:more thantwostepsinthe flow of communication? Movingon fromthe twostepflow Duringthe 1960’s as the firstgenerationtogrow up withTV became grownups,itbecame increasinglyapparenttomediatheoriststhataudiencesmade choicesaboutwhattheydid whenconsumingtexts. Far from beingapassesmass,audienceswere made upof individualswhoactively consumedtextsfordifferentreasonsand indifferentways. Thislaterbecame USES AND GRATIFICATIONStheorybyKatz Uses andgratifications1974 ResearchersBlumlerandKatzexpandedthistheoryandpublishedtheirownin1974, stating that individualsmightchoose anduse atextforthe followingpurposes. 1) diversion –escape fromeverydayproblemsandroutine 2)Personal relationships –usingthe mediaforemotional andotherinteraction
- 2. 3)Personal identity –findingyourself reflectedintexts 4)Surveillance - informationwhichcouldbe usedforliving Instantmessaging–relaxation,entertainment,belongingtosocial groups,sociability, fashion,escape,affection For heavyusers,theywere notmotivatedbysociabilityandaffection. For lightusers,theywere usuallymotivatedbyfashion Men chat less,more forentertainmentandrelaxation Womenchat more,for sociability andinstantmessaging. Social mediagratification,venting,trolling. DavidMorley The 1980’s the nationwide audience Dominated –readersharesprogramme ‘code’ Negotiatedreading –readerpartlysharescode Oppositional–readerdoesn’tshare code