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Many audience theorists are concerned with what media do to people. There is a long tradition in the social sciences of investigating “media effects.” [3] Early examples include the Payne Fund Studies, which assessed how movies affected young people, and Harold Lasswell’s analysis of WWI propaganda.
Effects tradition researches the influences mass media has on its audience. One of the major focus areas of Effects tradition was on anti-social behavior and how it came from mass media. Research then turned to looking at what mass media did to audiences and what audiences did with mass media. [6] See also propaganda and the effects it has on ...
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. Whether it is written, televised, or spoken, mass media reaches a large audience.
Social scientists have been concerned about the loss of a common cultural forum and rise of extremist media. [1] Hence, many representations of fragmentation have focused on media outlets as the unit of analysis and reported the status of their audiences. But fragmentation can also be conceptualized at the level of individuals and audiences ...
Reception theory also underscores the importance of considering the social context in which media texts are consumed. The social and cultural experiences of individuals can shape their understanding and interpretation of media messages. For example, the reception of a television show or movie in one culture may differ significantly from how it ...
With so many "gates" or outlets, news spreads without the aid of legacy media networks. In fact, users on social media can act as a check to the media, calling attention to bias or inaccurate facts. There is also a symbiotic relationship between social media users and the press: younger journalists use social media to track trending topics. [56]
Audience segmentation is widely accepted as a fundamental strategy in communication campaigns to influence health and social change. [4] Audience segmentation makes campaign efforts more effective when messages are tailored to the distinct subgroups and more efficient when the target audience is selected based on their susceptibility and ...
Participatory media are social media whose value and power derives from the active participation of many people. This is a psychological and social characteristic. One example is StumbleUpon. Social networks, when amplified by information and communication networks, enable broader, faster, and lower cost coordination of activities. This is an ...