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MediaAudiences5 (1)
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Transcript of MediaAudiences5 (1)
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Mass Media Audience
Behavior
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Question:
What do we know mostabout
audiences from existing
communication theories and
resources?
Who chooses what?
What do audiences get out of it?
Psychology and sociology of the
viewing experience
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Does the audience actively choose how
to engage a web page?
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How do audiences actively choose from
among similar options?
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Before Mass Media:Co-presence between sender and receivers of
messages was necessary.
Face-to-Face
Conversation
Live Performances
http://www.beethoven-france.org/Beethoven/ImagesLudwig/JosephKarlStieler_1820Index.jpghttp://www.loc.gov/wiseguide/oct03/images/shakespeare-a.jpghttp://oregonstate.edu/dept/eli/images/conversation.gif -
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Mass MediatedCommunication
1.Media: Message is encoded anddelivered through technology (medium)
2.Mass: One sender (mass) audience
3.Unidirectional: Messages flow one-
way
4.Standardized: Same messages for all
members of the audience
5.Spatial-Temporal Disassociation:
No co-presence at all.
Five Important Features
http://www.hijinxcomics.com/images/bullhorn.jpg -
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Sociological Model:
Media Structure vs. Audience Agency
Media
Message
Collective
Response
A
ge
n
c
y
Hypodermic Model
Over-emphasizes
structure
Active Audience
Model
Over-emphasizes
agency
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Rapid Rise of Mass Media:Adoption of Media Technology by US Households
Media Technology Year medium
reached 1% of
US Households
Number of years
to reach 75% of
US Households
Newspaper 1833 More than 100years
Radio 1923 14 yrs (1937)
Television 1948 7 yrs (1955)
VCR
Cable/satellite
TV
1980
1970s
12 yrs (1992)
30 yrs (2000)
Internet 1992 12 yrs (2004)
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Audience-Sender
relationship models
Transmission model - audience as
target; to influence or control
Ritual or expressive model -
audience as participant; sharing
experience
Attention model - audience as
spectator; entertainment focus with no
meaning transfer
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Types of mass audiences
Illiterates - visuals only; 60% of general
audience; fiction and adventure comics
Pragmatists - 30% general audience;
social beings, interested in status, thingoriented, advertising targets; Readers
Digest, Time
Intellectuals - less than 10%; concerned
with issues and ideas; thinkers; Harpers,
Atlantic Monthly
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Active Audience
Different audiences can understand a
media message but can have different
responses to it. Some people believe
and accept the message, others reject itusing knowledge from their own
experience or can use processes of
logic or other rationales to criticize whatis being said.
Miller and Philo,
2001
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Encoding and Decoding
Stuart Hall suggests three hypotheticalinterpretative codes or positions for the reader
of a text :
--dominant (or 'hegemonic') reading
--negotiated reading
--oppositional ('counter
-hegemonic')
reading
Chandler, 2001