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Active audience theory is seen as a direct contrast to the Effects traditions, however, Jenny Kitzinger, professor of Communications at Cardiff University, argues against discounting the effect or influence media can have on an audience, acknowledging that an active audience does not mean that media effect or influence is not possible. [5]
Audience theory offers explanations of how people encounter media, how they use it, and how it affects them. Although the concept of an audience predates modern media, [1] most audience theory is concerned with people’s relationship to various forms of media. There is no single theory of audience, but a range of explanatory frameworks.
(The audience share is normally calculated by dividing a given channel's average audience by the average audience of all channels). Audience potential: The total number of people in a given geographical area who conform to a specific definition, such as the number of people with a television (or radio) set or the total number of people aged 6 ...
The content of the information plays a major role in workplace communication. The level of detail must be according to the grasping capacity of the audience. Giving too much detail may get the audience bored and too little detail won't make them involved. Use of jargon while communicating is not considered good for effective workplace ...
The cast of “Friends” is well known for being besties, but that developed over time. During an appearance on Dax Shepard’s “Armchair Expert” podcast, “Friends” star Lisa Kudrow ...
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The comedian, 57, wore a green suit and hat in the audience of the face-off between the Los Angeles Kings and Philadelphia Flyers. But in contrast to the happy, childlike Buddy from the movie, he ...
Another example of impression management theory in play is present in today's world of social media. Users are able to create a profile and share whatever they like with their friends, family, or the world. Users can choose to omit negative life events and highlight positive events if they so please. [48]