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Audiences Mass media effects: models and
theories
Homogenous audience: an assumption that audiences have common social characteristics and
react in similar ways to media texts.
Social networks: groups of people such as friends and family who influence uses and
interpretations of media texts.
Opinion leaders: influential individuals in social networks.…

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what to watch. E.g. older people may keep TB on all day for company; men more likely to watch
sport than women. This model relates to pluralist theory ­ emphasis on consumer choice; media
have had to provide heterogeneous audience with its demands.
· Cultural Effects Model: Combines elements of…

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Pages in this set

Page 1

Preview of page 1

Page 2

Preview of page 2
Audiences Mass media effects: models and
theories
Homogenous audience: an assumption that audiences have common social characteristics and
react in similar ways to media texts.
Social networks: groups of people such as friends and family who influence uses and
interpretations of media texts.
Opinion leaders: influential individuals in social networks.…

Page 3

Preview of page 3
what to watch. E.g. older people may keep TB on all day for company; men more likely to watch
sport than women. This model relates to pluralist theory ­ emphasis on consumer choice; media
have had to provide heterogeneous audience with its demands.
· Cultural Effects Model: Combines elements of…

Page 4

Preview of page 4

Comments

No comments have yet been made