Perspectives on Media and Audiences - Chapter 4

These flashcards cover key concepts from Chapter 4 of CMN 1160A, highlighting the dynamic relationship between media and audiences, different research approaches, and the socio-cultural implications.

Dynamic Interaction

The active and selective interpretation of media content by audience members based on their frameworks of understanding.

Audience Fragmentation

A challenge for broadcasters where audiences are divided into smaller segments, affecting advertising rates.

Uses and Gratifications Research (U&G)

A study of what audiences do with media, focusing on individual needs and motivations.

Marxist Analysis

An examination of how media integrates audiences into the capitalist system and the implications of mass production on cultural life.

Agenda-Setting Function

The media's ability to influence the public's attention towards particular events and issues.

Effects Research

A type of analysis that looks at the impact of media on audiences, often abstracting communication from its social context.

Digitization

The process of converting information into a digital format, impacting media production and consumption.

Commodification of Data

Turning social media users' unpaid labor into marketable data.

Cultivation Analysis

A study that examines how media content cultivates particular attitudes in viewers over time.

Reception Analysis

Exploring how audiences interpret and make meaning from media content.