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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. There is no single theory of audience, but a range of explanatory frameworks.
In reviewing the older leadership theories, Scouller highlighted certain limitations in relation to the development of a leader's skill and effectiveness: [3] Trait theory: As Stogdill (1948) [4] and Buchanan & Huczynski (1997) had previously pointed out, this approach has failed to develop a universally agreed list of leadership qualities and "successful leaders seem to defy classification ...
Functional leadership theory (Hackman & Walton, 1986; McGrath, 1962) is a theory for addressing specific leader behaviors expected to contribute to organizational or unit effectiveness. This theory argues that the leader's main job is to see that whatever is necessary to group needs is taken care of; thus, a leader can be said to have done ...
Audience-centric approaches to studying fragmentation lend themselves to social network metrics and have been conceptualized as "audience networks." [20] [21] Audience-centric studies have demonstrated that popular outlets enjoy high levels of duplication with many smaller outlets, and that the audience for small outlets are not composed of ...
New methods and measurements were developed after these influential reviews that would ultimately reestablish trait theory as a viable approach to the study of leadership. For example, improvements in researchers' use of the round-robin research design methodology allowed researchers to see that individuals can and do emerge as leaders across a ...
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience ⎯ and ...
It is based on the idea of peer influence, and is considered essential for audience-centered approaches to persuasive messages. The principle of social proof suggests what people believe or do is typically learned by observing the norms of those around us. [36] People naturally conform their actions and beliefs to fit what society expects, as ...
The audience motivations they were able to identify helped lay the groundwork for their research in 1972 and eventually uses and gratifications theory. [16] 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 ...