Names
Name at least two scholars that we covered that study Audience Theories
who is Stuart Hall, Herta Herzog, Elihu, Katz
Telling media what to think about and what to think. You can identify this by looking for sources in the story
what is agenda-building
To select some aspects of a perceived reality and make them more salient in a communicating text. In other words, this is an act of media telling the public how to think
what is framing
This tells the public what to think. In other words, look for placement of the story and emphasis
He focused his research on cultivation analysis theory. In other words, he believe people try to act like what they see on t.v.
who is George Gerbner
What concept is the following statement referring to:
"because of people’s fear of isolation or separation from those around them, they tend to keep their attitudes to themselves when they think they are in the minority"
what is the spiral of silence
This concept/theory explains how those who “receive” the media content (the readers and viewers -- the audience) make sense of what they consume.
What is reception studies or reception analysis theory
Collection of theories concerned with promoting socially valuable information. Most often applied in health and political communication.
what is social marketing theories
He specialized in reception studies that focuses on how various types of audience members make sense of specific forms of content.
who is Stuart Hall
Thinking of the reception theory, what are the three ways Hall suggested that individual make sense of the messages received?
what is dominant/preferred, negotiated & oppositional
what is surveillance, correlation, transmission and entertainment
This concept/theory argues that average audience members can routinely resist the influence of media content and make it serve their own purposes
what is active audience theories
She researched why housewives listen to radio soap operas (1940s)
She perceived audiences as active participants rather than passive listeners
who is Herta Herzog
This theory argues that a predominant motivation for using entertainment media is to moderate or control our moods.
what is mood management theory
This theory refers to the “interaction” between audience members and characters in media content. For example, Bob likes and thinks Justin Bieber is his best friend but Justin Bieber does not know Bob.
what is parasocial interaction theory
______-means that television viewing may absorb or override differences in perspectives and behavior that stem from other social, cultural, and demographic influences. In other words, it makes people from different backgrounds and experience think and behave alike because they are exposed to a fairly narrow set of perspective & behaviors in people. An example could The Kardashians
what is mainstreaming
At the audience has more power than the media
People may use the same media and satisfy completely different needs
People may use different media to satisfy the same needs
who is Elihu Katz
The following assumption is related to which theory:
"Television creates a consciousness about the ‘facts’ of life and standards of judgment on which consciousness is based.; thus, television shapes the way we think within society and about each other."
what is cultivation analysis
The following assumptions are related to which theory:
"The audience is active, and its media use is goal-oriented"
"The media compete with other sources of need satisfaction"
what is the uses and gratifications theory
This statement is associated with what theory:
Gerbner found that heavy viewers of television held beliefs and opinions that were a lot like those portrayed on television rather than the real world
what is cultivation analysis