Week 05: Audience Individual Perspective

3 tasks in media info processing?

Filtering, meaning matching, & meaning construction.

Filtering

Deciding which messages to pay attention to

Meaning Matching 

Recognizing and understanding symbols 

Meanings Construction 

Interpreting and personalizing meaning 

How does filtering work?

Most filtering happens automatically, and the media itself also filters content for us through algorithms.

What are examples of algorithmic filtering?

Search engines (like Google Instant), social media feeds, and shoppings platforms decide what appears first or at all.

Why is algorithmic filtering important? 

It limits what we see and shapes our worldview based on past behavior or personal data 

Which companies store and use our personal data?

Amazon, Apple, Facebook, Instagram, Google, and Acxion—a massive data broker with info on most Americans

What is Acxiom?

A private company that collects and sells personal data to markerters, advertisers, and even governments.

What happens during meaning matching? 

You automatically recognize elements in a message and connect them to their learned meanings. 

Is meaning matching active or passive?

Passive—you either know the meaning or you don’t

What happens during meaning construction?

You think beyond memorized meanings to interpret and create personal meaning

What is the difference between meaning matching and meaning construction? 

Meaning matching → automatic, based on competencies (what you know). Meaning construction → active, based on skills (how you think). 

How does meaning matching/construction connect to branding or media industries?

Media producers (like advertisers or influencers) rely on audience meaning construction to shape brand identity—how people interpret and emotionally connect with a product.