clientele in comm Flashcards
Interpersonal communication is the level of communication most
associated with this type of audience.
It is through the individual that communication is most influential in
changing options, in dealing with resistance and indifference to issues, and
in maintaining harmony in social situation
groups
An invitation to all participants to respond to the communication;
• Easy-to-use vehicles to allow return of communication;
• A capacity for all community members to community members to
communicate with each other, without the possibility that the
communication will be bottlenecked as it passes back through the
engagement project’s sponsor
communities
GROUPS & ORGANIZATIONS
Characteristics:
interdependence
synergy
common goals
shared norms
Media audiences
large and vast
unseen
measurable
fragmented and diverse
Because from a large audience, they are also categorized by media companies into consumers of different medium, products, and services.
fragmented and diverse
Can be researched and
analyzed through statistical
measurement like ratings
and audience share
measurable
Messages are delivered to
viewers or readers in the
privacy of their own home
and in their private time.
unseen
Numerous and not within a
fixed location, direct
feedback is not possible
large and vast
consume popular media products
mass audience
small, select group of people with unique
interests
niche audience
“Magic Bullet Theory”
• Describes media audience as
passive
• Media content is injected—
or fired—directly to the
audiences, and that
HYPODERMIC NEEDLE
THEORY
• Passing through 2 stages: (1) Mass Media to Individuals (opinion leaders) to (2) influence and authority of the Opinion leader
TWO-STEP FLOW MODEL
People seek out and consume
media depending on their
needs and the satisfaction it
provides in their lives
USE AND
GRATIFICATION
THEORY
audiences
consume media to escape
from routine and problems
diversion
media information to foster
social relationships
Personal relationships
self understanding
and value
reinforcement
personal identity gathering
information
gathering
information
surveillance
importance of the audience’s active interpretation but took into consideration that media also plays a big part in shaping the delivery of message
RECEPTION MODEL
audience is able to interpret
the message of the media
as it was intended to be
interpreted
Dominant reading
audience try to interpret
the message accord to
social position
negotiated reading
whose social position puts
them in direct conflict with
the preferred reading.
oppositional reading
- active users of the Internet, also called as NETIZENS
online audience
) internet can reach various
audiences
dispersed
made the relationship between receiver
and sender more interactive as opposed to the one-way
and linear delivery of message from mass media to its
audience
interactive
expected a certain degree of knowledge in order to
navigate websites
- A certain degree of Technological Knowledge
Abrahamson (1998)
there are types of people using the internet similar to that
of the mass, this audience has very high consumption
practices and looks for very specific and valuable
information to fulfill or satisfy their goals and needs
High Consumption practices
