Perspectives on Media and Audiences

This set of flashcards covers key concepts from the lecture on British Cultural Studies, feminist media research, audience research, and the evolving nature of media consumption.

British Cultural Studies

Began as analysis of working-class culture in post-war Britain, focusing on how mass culture helps define gendered identities.

Ideology

A coherent set of social values, beliefs, and meanings that people use to decode the world.

Primary Definers

Figures allowed to frame issues and offer interpretations in media that support dominant ideology.

Negotiated Meanings

How different individuals interpret media based on their social backgrounds.

Feminism

A movement that identifies patriarchy as a root cause of inequalities, examining how media normalizes oppression.

Narrowcasting

Targeting specific audiences within a demographic to optimize advertising opportunities.

Media Convergence

The merging of media channels to reach audiences more effectively across different platforms.

Reception Analysis

The study of how audiences actively interpret media within their social contexts.

Gendered Narratives

Media content that appeals to and represents different genders in specific ways.

Audience Fragmentation

The division of media audiences into smaller segments, often due to the rise of specialty channels.