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Emphasizing the agency of audiences takes a different approach to audience theory. Simply put, rather than asking what media do to people, these theories ask what people do to media. Such approaches, which are sometimes referred to as active audience theories, have been the province of the humanities and social sciences.
Developed by Petty and Cacioppo during the late 1980s, the model describes two ways in which persuasive communications can cause attitude change: centrally and peripherally. The central route to persuasion occurs when people have the ability and motivation to listen to a message, think about its arguments and internalize the information.
The audience motivations they were able to identify helped lay the groundwork for their research in 1972 and eventually uses and gratifications theory. [17] McQuail, Blumler and Joseph Brown suggested that the uses of different types of media could be grouped into 4 categories: diversion, personal relationships, personal identity, surveillance ...
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]
The audience memory curve is an important principle to understand in order to better communicate and present information to an audience. Understanding how people retain and connect with information will help a presented to take control of what an audience takes away from their presentation and is a huge skill to have as a presenter.
“That sounds weird,” Russell admitted, because “I can tell you how to make one.” But “how they work, we don’t know. We don’t know if they know things.
A model of communication is a simplified presentation that aims to give a basic explanation of the process by highlighting its most fundamental characteristics and components. [ 16 ] [ 8 ] [ 17 ] For example, James Watson and Anne Hill see Lasswell's model as a mere questioning device and not as a full model of communication. [ 10 ]
Social facilitation is a social phenomenon in which being in the presence of others improves individual task performance. [1] [2] That is, people do better on tasks when they are with other people rather than when they are doing the task alone.