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Moreover, reception theory suggests that texts are not necessarily absorbed in their entirety, but rather selectively received and interpreted based on the audience's interests and preferences. This selective reception reinforces the idea that audiences actively engage with media texts and shape their meanings based on their own needs and desires.
In media studies, mass communication, media psychology, communication theory, and sociology, media influence and the media effect are topics relating to mass media and media culture's effects on individuals' or audiences' thoughts, attitudes, and behaviors. Through written, televised, or spoken channels, mass media reach large audiences.
An artist trying to entertain their audience intends an immediate effect while an employer giving instructions for the rest of the week intends to have a delayed effect on the employees' behavior. Messages can also produce unintended outcomes, such as when the intended receiver does not react as the source anticipated or when the message ...
For example, the communication between patient and hospital staff affects whether the patient feels cared for or dehumanized. [65] Relational models are closely related to convergence models. [64] For convergence models, the goal of communication is convergence: to reach a mutual understanding.
This makes the process more complicated since each participant acts both as sender and receiver. For many forms of communication, feedback is of vital importance, for example, to assess the effect of the communication on the audience. [17] [12] However, it does not carry the same weight in the case of mass communication. Some theorists argue ...
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.
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For example, in the UK, BARB defines the reach of a television channel as the percentage of the population in private households who view a channel for more than 3 minutes in a given day or week. [2] Similarly, for radio, RAJAR defines the weekly reach of a radio station as the number of people who tune into a radio station for at least 5 ...