Media Audience

Question 1

prosumer

Answer 1

consumes and creates
e. fans creating fanfics

Question 2

consumer

Answer 2

someone who takes in media

Question 3

globalisation

Answer 3

integration of the world (it feels smaller)

Question 4

moral panic

Answer 4

A moral panic is a widespread feeling of fear, often an irrational one, that some evil person or thing threatens the values, interests, or well-being of a community or society.

Question 5

citizen journalists

Answer 5

e. phone footage on the news

Question 6

cultural imperealism

Answer 6

hegemonic culture taking over

Question 7

crowd funding

Answer 7

someone has an idea others fund eg. kickstarter

Question 8

desensitivisation

Answer 8

nothing is shocking anymore

Question 9

digital native

Answer 9

people who grew up with the media

Question 10

web 2.0

Answer 10

interactive internet eg. commenting & sharing

Question 11

name all the audience theories

Answer 11

-effects theory
-halls reception theory
-gerbner cultivation theory
-uses and grats
-end of audience
-fandom
-hypodermic needle
-two step flow

Question 12

hypodermic needle

Answer 12

Importantly, the hypodermic needle theory assumes the audience is passive.
the media can have a tremendous influence on the audience’s opinions and actions because we accept the text’s intended meaning

Question 13

Two step flow

Answer 13

In this process of communication, the mass media broadcast values and ideologies but the information is filtered and synthesised by opinion leaders who then share their own interpretations with opinion followers.

Question 14

Cultivation theory

Answer 14

The Cultivation Theory suggests heavy television exposure will have a significant influence on our perception of the real world.

Question 15

Uses and Grats

Answer 15

(1) Diversion: escape from routine or problems, emotional release;
(2) Personal relationships: companionship; social utility;
(3) Personal identity: self reference; reality exploration; value reinforces; and
(4) Surveillance (forms of information seeking).

Question 16

End of audience

Answer 16

New digital technologies and social media has made connecting and collaborating incredibly easy. We want to like, follow, tweet, repost, cross-post, comment, review and subscribe. When we create our own content on our smartphones and share our thoughts with the world, the difference between producer and consumer becomes increasingly difficult to define. It is the end of audience.

Question 17

Effects Theory

Answer 17

Bandura believed that children would copy the behaviour they saw in the media, in particular violent behaviour e.g bobo doll experiment. (The theory has been proven to be false)

Question 18

Reception Theory

Answer 18

Producers encode messages into their product for the audience to decode.
Audiences respond to this in 3 different ways:
-Preferred Reading = Accept the intended message from the producer
-Negotiated = Understands the intended message and might accept parts of the message and reject other parts
-Oppositional Reading = Interpret that media product and completely oppose the messages the producer intended

Question 19

Fandom

Answer 19

Being fan of a specific piece of media. Most fandoms take their media product and remake or rework it to create their own meaning, this is known as textual poaching.