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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.
Audience reception theory can be traced back to work done by British Sociologist Stuart Hall and his communication model first revealed in an essay titled "Encoding/Decoding." [ 2 ] Hall proposed a new model of mass communication which highlighted the importance of active interpretation within relevant codes. [ 3 ]
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]
In his written work Outline of a Theory of Practice (Bourdieu, 1977), Bourdieu claims an audience's preference in media is shaped by their social context. [8] How an individual interprets and engages with their surroundings, or their habitus, is defined by the lasting and transferable elements of character which structure their consumer ...
These leaders tend to influence others to change their attitudes and behaviors. The two-step theory refined the ability to predict how media messages influence audience behavior and explains why certain media campaigns do not alter audiences' attitudes. This hypothesis provided a basis for the two-step flow theory of mass communication. [9]
An audience in Tel Aviv, Israel, waiting to see the Batsheva Dance Company Audiences at the 2013 World Championships in Athletics in Moscow, Russia. An audience is a group of people who participate in a show or encounter a work of art, literature (in which they are called "readers"), theatre, music (in which they are called "listeners"), video games (in which they are called "players"), or ...
Both demographics were overrepresented in the percentage of audience based on ratings compared with their share of the U.S. population, but women also accounted for more of the minutes viewed.
For example, attribution theory predicts that a student who turns in a late assignment may explain to the professor that the tardiness is uncharacteristic and due to a situational factor like an unusual computer problem while the professor might believe the tardiness was due instead to a dispositional factor like the student's laziness.