Media Audience

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  • Audience
    • McQuail's Uses and Gratifications
      • Personal Identity: finding reinforcement for personal values, models of behaviour, gaining insight to one's self.
      • Information: seeking advice on practical matters or opinion, satisfying curiosity and general interest, learning.
      • Integration and social interaction: carrying out social roles, enabling one to connect with family, friends and society.
      • Entertainment: escaping from problems, relaxing, emotional release, sexual arousal.
    • Communication Theories
      • Hypodermic Needle: the audience is injected with ideas.
      • Two Step: information is shared from person to person.
    • Audience as a Mass
      • Atomised: cut off from other people like separate atoms.
      • Interpellation: the media hail us as an individual.
      • Herbert Blumer
        • Untitled
        • 1950, "The mass is very loosely organised and is not able to act with the unity of a crowd.
      • Stuart Hall
        • Audiences are either dominated, opposed or negotiated towards a text.
      • Reception Analysis: how we take things in from the media, what we consume and then what we use.
    • Citizen Journalism
      • Strengths
        • Instant news by the public
        • Global society seen in a few hours
        • Aid is faster
        • More interesting and updates are fast
      • Weaknesses
        • Fakes can be created and lied about
        • Shaping of the story
        • Over-exageration and misinterpretation
    • Cultivation Theory
      • One text does not have much effect but years of violence will make you less sensitive to violence.
      • Desensitisation is when a person is when someone becomes less bothered about reality.


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