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Audience Theory Booklet

Audience Theory Booklet

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Published by AdPamula

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Published by: AdPamula on May 09, 2012
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05/09/2012

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Media StudiesKey Concepts
Audience
Compiled for Sandringham by David Allison
Based on material by Steve Baker,Nick Lacey and Jacqui Bennettand from Mediaknowall.com
2006 edition
 
 
 
 
Contents
 
Introducing Audience........................................................................................1
 
Historical background......................................................................................................1
 
The Audience as “Mass”...................................................................................2
 
Defining audiences: the mass
market 
.........................................................................4
 
Income bracket/status................................................................................................................4
 
Young and Rubicam’s Four Consumers....................................................................................5
 
Values, Attitudes and Lifestyles................................................................................................5
 
LifeMatrix..................................................................................................................................6
 
Influencing the audience..................................................................................8
 
The Effects / Hypodermic model..................................................................................8
 
The Cultivation/Culmination theory............................................................................9
 
Two more theories: Identification & Sensitisation..................................................10
 
Criticisms of mass audience theory...............................................................................11
 
An atomised audience?............................................................................................................11
 
The two step flow....................................................................................................................12
 
Are we all watching the same text?.........................................................................................12
 
Modern versions of the effects model.........................................................................13
 
The Frankfurt School...............................................................................................................13
 
Moral Panic..............................................................................................................................13
 
The Audience as
people 
..................................................................................14
 
Uses and Gratifications...................................................................................................14
 
Reception analysis: Audience as
individuals 
.............................................................15
 
Preferred/dominant reading.....................................................................................................16
 
Oppositional reading................................................................................................................16
 
 Negotiated reading...................................................................................................................16
 
Politics of the Living Room.....................................................................................................17
 
Gender differences...................................................................................................................18
 
Mode of address.......................................................................................................................18
 
Summing up.....................................................................................................................19
 

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