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Media
refers to various channels or tools used for storing and delivering information or data.
Newspapers
Provide news, features, and opinion pieces on a daily or weekly basis.
Books
Include fiction and non-fiction works, providing extensive information on various subjects.
Journals
Academic and professional publications focused on specific fields of study or industry sectors.
Television
Delivers visual and audio content through programs, news, documentaries, and entertainment shows.
Radio
Provides audio content, including music, news, talk shows, and advertisements.
Blogs
Personal or professional websites where individuals or organizations post articles and updates.
Podcasts
Digital audio files available for download or streaming, covering a wide range of topics.
Webinars
Online seminars or workshops conducted over the internet.
E-books
Digital versions of books accessible on electronic devices.
Traditional Media
Includes print and broadcast media, which have been dominant for most of the 20th century.
Convergence
The blending of traditional and digital media, leading to new forms of content delivery and interaction.
Federal Communications Commission
What is FCC?
Misinformation
The spread of false information and "fake news" can have serious societal impacts.
Class A
Upper Middle Class
Category C1
Lower Middle Class
Category E
Those at the lowest level of subsistence (e.g., Unemployed, Pensioners)
Cosmopolitan
Aimed at a female demographic with content based on female interests.
GQ
A men’s lifestyle magazine featuring articles on male fashion, style, and culture.
The Aspirer
Motivated by status, they seek approval from others and are often materialistic.
The Explorer
Driven by a need for discovery, adventure, and new experiences.
The Mainstreamer
Prefers security, belonging, and routines; they are the largest group.
Broad Audience
Some media texts aim to attract a wide range of people. Example: Radio Times.
Niche Audience
Other media texts target specific interests or demographics. Example: BBC Gardeners' World Magazine or Classic Land Rover.
Narrowcasting
When a media text targets a very specific and small audience
respond
Different age groups _______ differently
Cultural
_________ background influences response
Situation
The context in which media is consumed affects response.
Box Office Takings
Used to gauge film success.
BARB Statistics
Weekly reports on the top ten most popular TV programs.
The Stuart Hall's Theory
The Uses and Gratifications Theory
Audience Response Theories
Active Audience
In Stuart Hall’s Theory, these audience engages, interprets, and responds to media texts, challenging the ideas encoded in them.
Passive Audience
In Stuart Hall’s Theory, these audience accepts the messages in media texts without question, more likely to be directly influenced.
Preferred reading
Reading where audience responds as intended by the producer.
Negotiated reading
Reading where audience partly accepts and partly rejects the content.
Oppositional reading
Reading where audience understands but opposes the intended message.
Category B
Middle Class (e.g., Teacher, Mid-level Manager)
Category C2
Skilled Working Class (e.g., Electrician, Carpenter)
Category D
Working Class (e.g., Manual Laborer, Factory Worker)
BBC Newsnight
Targets an older, adult audience with detailed and in-depth news content and analysis.
Note 
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