Media Audience Flashcards
prosumer
consumes and creates
e. fans creating fanfics
consumer
someone who takes in media
globalisation
integration of the world (it feels smaller)
moral panic
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.
citizen journalists
e. phone footage on the news
cultural imperealism
hegemonic culture taking over
crowd funding
someone has an idea others fund eg. kickstarter
desensitivisation
nothing is shocking anymore
digital native
people who grew up with the media
web 2.0
interactive internet eg. commenting & sharing
name all the audience theories
-effects theory
-halls reception theory
-gerbner cultivation theory
-uses and grats
-end of audience
-fandom
-hypodermic needle
-two step flow
hypodermic needle
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
Two step flow
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.
Cultivation theory
The Cultivation Theory suggests heavy television exposure will have a significant influence on our perception of the real world.
Uses and Grats
(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).
End of audience
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.
Effects Theory
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)
Reception Theory
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
Fandom
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.
