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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.
Persuasion in communication is another term for influential, or influence, in communication. Persuasion is a process of communication to influence a person or audience on cognitive, affective, and behavioral information. [10] See also Suggestion Theory and how it relates to persuasion in communication and media effects research by Patrick R ...
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]
Reception theory is a version of reader response literary theory that emphasizes each particular reader's reception or interpretation in making meaning from a literary text. Reception theory is generally referred to as audience reception in the analysis of communications models.
Cultivation theory is used especially to study violence in television and how it shapes audience's understanding of the reality of violence in society. Often, because of media's influence, audiences have a more heightened and unrealistic perception of the amount of violence.
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]
Theory can be seen as a way to map the world and make it navigable; communication theory gives us tools to answer empirical, conceptual, or practical communication questions. [1] Communication is defined in both commonsense and specialized ways. Communication theory emphasizes its symbolic and social process aspects as seen from two ...
The audience design framework distinguishes between several kinds of audience types based on three criteria from the perspective of the speaker: known (whether an addressee is known to be part of a speech context), ratified (the speaker acknowledges the listener's presence in the speech context), or addressed (the listener is directly spoken to).