How do media texts attract and target audiences within the film industry?

1. Define Two-Step Flow theory.

  • Digital texts are shareable and spreadable.
  • Audiences can be targeted through opinion leaders.
  • Audiences have different reasons to access a text.
  • The effect of digital technology on society has lead to the convergence of industries and technologies.
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2. Which one of these is a category of the Uses and Gratifications theory?

  • Technical Codes
  • Escapism/Diversion
  • Intertextuality
  • Social Issues

3. Name a theory to consider when thinking about how media texts attract or target audiences are?

  • Active Audience Theory
  • Convergence Theory
  • Uses and Gratifications
  • Reception Theory

4. Which one of these is a definition of Uses and Gratifications theory?

  • Henry Jenkins says that the effect of digital technology on society has led to the convergence of industries and technologies.
  • Audiences have different reasons to access a text, the media text should appeal to those needs.
  • All texts are ideological and audiences respond to these message in the text.
  • Audiences can be targeted through opinion leaders.

5. Which one of these is a category of the Uses and Gratifications theory?

  • Opinion Leaders
  • Characters
  • Social Interaction
  • Surroundings

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