Search results
Results from the WOW.Com Content Network
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.
Audience segmentation is a process of dividing people into homogeneous subgroups based upon defined criteria such as product usage, demographics, psychographics, communication behaviors and media use. [1] [2] Audience segmentation is used in commercial marketing so advertisers can
Audience flow describes how people move through media offerings in a temporal sequence. Stable patterns of audience flow were first identified in the early twentieth century when radio broadcasters noticed the tendency of audiences to stay tuned to one program after another. By the 1950s, television audiences were demonstrating similar patterns ...
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]
But as she shares in her latest study, the deeper she explored audience behavior, the more she saw that social video served as a potent discovery tool for the very programming to which it seemed ...
Researchers examine an audience after media exposure for changes in cognition, belief systems, and attitudes, as well as emotional, physiological and behavioral effects. The influences of mass media (or 'media effects') are observed in various aspects of human life, from voting behaviors [ 2 ] to perceptions of violence, [ 3 ] [ 4 ] from ...
In media studies, mass communication, media psychology, communication theory, and sociology, media influence and media effects are topics relating to mass media and media culture's effects on individual or an audience's thoughts, attitudes, and behavior [74]. Whether it is written, televised, or spoken, mass media reaches a large audience.
The theory of the least objectionable program (LOP) is a mediological theory explaining television audience behavior. [1] It was developed in the 1960s by then executive of audience measurement at NBC, Paul L. Klein, [2] [3] who was greatly influenced by the media theorist Marshall McLuhan's Understanding Media.