Theories & Theorists
Who created the encoding/decoding model?
Hall
The ratio of how many households watch a particular program out of all the available households is called:
The Rating
Which study was the first major research project that supported Hall's theories of encoding and decoding?
The Nationwide Study
Making choices about what to put in a TV script is which part of Hall's model?
Encoding
Which school of scholars did Stuart Hall belong to?
Birmingham School
Who developed the four modes of reception expanding the encoding/decoding model?
Michelle
The ratio of how many households watch a particular program at a particular time is called:
The Share
Who conducted the first audience study that demonstrated racial/ethnic experience impacts the decoding process?
The Cosby Show Study
What are the three decoding positions according to Hall?
Dominant Hegemonic, Negotiated, Oppositional
What are the primary components of culture?
Beliefs, Values, Norms / Material and Non-Material
Which theorist defined audiences as a taxonomic collective?
Ang
Nielsen compromised with advertisers in the mid-2000s when DVR technology became more prominent by agreeing to calculate ratings and shares by what formula?
The example of the Friends episode used in class was part of which audience study?
Cross-Cultural Reception Studies
What theory is the encoding/decoding model based on?
Semiotics
The process of tracking what kinds of advertisements you click on in order to present you with AI generated suggestions for additional products is called:
Personalization
Who created the theory of semiotics?
deSaussure
What unit does Nielsen use to measure audience viewership?
15 minute blocks of exposure
Who conducted the Crossroads Studies?
Brunsdon & Hobson
If an audience member takes particular note of production techniques like cinematography, lighting, and framing, they are using which of Michelle's modes of interpretation?
Mediated Mode
Utilizing prior purchasing data to offer coupons and rewards to customers is what type of advertising tactic?
Using Psychographics
Who created the theory of intertextuality?
Kristeva
Using households as the sampling unit rather than other locations could (and has) produced what kind of sampling error for Nielsen?
Conceptualization Error
In audience studies research, the ability of a media text to be interpreted differently by different viewers is called:
Polysemy
Which of Michelle's modes of interpretation is the ONLY one to utilize connotative meanings, and thus, represents Hall's original decoding positions?
Discursive Mode
Name at least 3 of the 5 types of political economy scholarship produced by critical media studies scholars.
•Communication technologies and their connections to profit seeking companies.
•Media consolidation and monopolization
•Access to information and participatory democracy
•Internationalization and the domination of US media
•Management and labor relationships in media industries