Media Audience Theories: Models, Notions, and Perspectives

what series finale was extremley popular in 1983

Mash

how many notions of audience are there

2

transmission view, transaction between speaker and audience, focuses more on the content of what is said

information based notion of audience

we are "performing" by sitting in class and listening, we have a goal

information based notion of audience

what model best explains the informaiton based notion of audience

shannon and weaver

focuses on the audience feedback, the audience might take away a different meaning than what the speaker intended

meaning based notion of audience

the larger the audience, the more delay in feedback is known as

media gap

I could like a movie but my roomate might not like it, this best fits into what notion of audience

meaning based notion

literal interference from sounds or psychologically competing thoughts or feelings that may interrupt/ distort the message

noise

sender -> encoder -> Channel (possible noise) -> decoder -> receiver, what model is this known as

shannon weaver model

audience as abstractions and not objective realities is a

constructionist view of audiences

audience are situated and contingent and people temporarily "perform" are both what view of audience

constructionist

"the audience exists no where, it inhabits no real space" is a what view of audience

constructionist view

you can never truly gauge how an audience will respond, will there be a mosh pit? will people agree to perform? this is a what view of audience

constructionist view

people are acted upon by media

audience as outcome

audience as what would think about these things: direct effects (mainly detrimental ones), does violent media make us more likely to commit a crime (hyperdermic needle/magic bullet)

outcome

large group of people, acting independently, have no knowledge of eachother is apart of

audience as mass

audience as what would think about these things: what types of media do people consume, what types of people are in a particular audience, how might specfic groups respond to a policy or a product

mass

audience as what would think about these things: ratings, comercials, posting shows at certian times of the day to connect better with audience schedule

mass

people choose what media they want to consume, people make their own meanings/interpretations

audience as agent

audience as what would think about these things: media to fit needs and desires, uses and gratifications, not the effect but why we choose what we do

agent

audience as what would think about these things: public adresses, books, movies, no set date or time, socialization, entertainment

agent

often working class folk

crowd

experiencing some "routinized behavior" often "unruly", evolved into "mob" could be at a carnival

crowd

did high society have a positive or negative view of crowds

negative

where in city were issues discussed

town hall

WHoO put bad stigma behind places like burbon street, making it seem dangerous

elites

who was the audience for shakespeare

poor people

who said that people converge in large crowds lose their individuality

gustave le bon

behave in a more collective fashion, not guided by reason, more instinctual are all components of

converging in large crowds (gustve le bon)

when crowds seemed to chaotic what would happen

authoraties would disperse them sometimes violentley

do elites see mobs as dangerous

yes

people who label crowds as mobs of unruly are ones inside/outside the crowd

outside

the social and political power within an audience can be defined by asking what question

how is an audience defined and by whom

who came up with the structuration theory

giddens

the dynamic tension between structure and agency (individual vs society expectation)

structuration theory

structuration theory encourages us to

break away from the routine

the audience and power is

situated and contingent

a set of interactions or relationships, between human beings, reproduced over time

structure

often institutional, schools churches, governments, used to maintain the status quo

structure

structures can be

enabling and constraining

going to school ,getting a job both are examples of

structure

if structure changes is it big or small

small changes

it worked for many people before so why try something new and we hope to have a routine are both reasons why we dont challenge

structure

the actions of individuals

agency

can judge future behaviors by past actions but cannot possibly know all of the consequences of our own choices

reflexive

the capacity to achieve outcomes

power

alter the decisions made and or welfare expereinced by another

power

political elites generating the popular consensus, done through things like social institutions, schools media, clubs, places of worship

hegemony

what form of media was a main reinforcer of the status quo

TV

revolved around family unit, talking isssues, not too serious

TV

not a typical show dynamic but was there to put emphasis on the fact that not everyone has a perfect family dynamic

friends

lots of americans moved from farms to cities for jobs, became lonley with no community, entertained by media

industrial revolution

late 1800s to early 1900s was the introduction of

motion pitctures

who viewed immigrants/common folk as part of an unruly crowd

elites

after work, people turned to what

entertainment

mechanism through which human relationships exist and develop, every form of media, expressed through symbols of the mind, face attitude, gesture, tone of voice , words, writing

communication

we get a sense of self from those around us

looking glass self (cooley)

if we believe other people think we are friendly, funny/smart, we have the same concept of ourself

looking glass self

if we see characters that are a reflection of ourself, they can help form a sense of self

looking glass self

who said that new technology (motion picture/newspaper) increased the growth of common humanity and moral unity between nations races and classes while also allowing individuals to persue interests

cooley

newspapers would lead to superficial understanding of complex issues, radio was better form of media, last scholar of this era to have a positive view on media

charels cooley

who believed that motion picture moveis were dangerous

hugo munsterberg

humans had to immerse or "lose' themselves in entertainment in order to enjoy it was whos mentality

hugo munsterberg

Maybe because we couldn't separate fiction from reality, seeing crime sex or a vice on a movice made us more susceptible to anti social behavior was whos mentality

hugo munsterberg

be fearful of the __________ _____________ from their lack of ability to seperate real life from movies said hugo munsterberg

working class

much earlty media research was based off of what two types of panics

media and moral

major societal changes - is it a media or moral panic

moral

major technology changes, phone tv - is it a media or moral panic

media

who agreed with munstenberg that motion pictures had a dangerous effect on people that had moved to large cities and since we had no conneciton the working class they turned to media

ferdinand tonnies

who came up with the mass society theory

ferdinand tonnies

does gesellschaft or gemeinschaft agree that media is a maligant force in society

gesellscaft

does gesellschaft or gemeinschaft agree that media is a community

gemeinschaft

if we are in a society are you more or less likely to question what you see from media

less (bad)

if you are in a community are you more or less likely to question what you see from media

more (good)

what study found no conclusive link between movie viewing and anti social behaviors

payne fund studies

some scholars found weak effects that "provided" media was harmful to kids true or dalse

true

the main goal of the payne studies was to encourage kids to

read more

what provided more "evidence' that media had a direct influence on us

war of worlds radio broadcast

whos broadcast caused mass panic on october 30th 1938

orson wells

after WW2 media research revolved around a what model

limited effects

WW2 pro democracy propaganda increased knowledge but did not change

attitudes or motivations

an internal psycological orientation

attitude

7 propaganda films made to motivate soldiers to believe in the war movement was done by

frank capras (why we fight)

true or false weak fear appeals are more persuasive thaan stronger fear appeals

true

humans strive for mental agreements: belief about an object or event is apart of what theory

consistency theory

humans will rationalize their own or others behavior to relieve inconsistency

cognitive dissonance

cognitive dissonance leads to selective what

perception and exposure

individuals process information either through a central processing route or a peripheral processing route is apart of what model

Elaboration likleyhood model - ELM

attend to specifics of a message, motivated to listen to the message, message is relevant to audience member (life or death )

central processing route

low motivation low availability to process message use cognitive shortcuts, looking at other cues like the scenery or backround

peripheral processing route

a cognitive shortcut is called

heuristics

if one political canidate gets more air time does it really make a difference in if people will vote for them Yes/no

no

who invented the peoples choice study

paul lazarsfeld

people will vote primarily on what two things

socioeconomical status and religious affiliation

is the following definition for situated or contingent in a constructionist view - shaped by context, influenced by culture and other things

situated

is the following definition for situated or contingent in a constructionist view - depends on the situation, not fixed or guranteed on what will happen

contingent

larger, more impersonal relationships based on individual interests and formal interactions. is it gemeinscaft or gesellschaft

Gesellschaft

Close, personal community relationships based on family, tradition, and shared connections is it gemeinscaft or gesellschaft

Gemeinschaft

tended to be more important than media

opinion leaders