Search results
Results from the WOW.Com Content Network
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.
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 ...
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 ...
Gatekeeping is a process by which information is filtered to the public by the media. According to Pamela Shoemaker and Tim Vos, gatekeeping is the "process of culling and crafting countless bits of information into the limited number of messages that reach people every day, and it is the center of the media's role in modern public life ...
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.
Uses and gratifications theory was developed from a number of prior communication theories and research conducted by fellow theorists. The theory has a heuristic value because it gives communication scholars a "perspective through which a number of ideas and theories about media choice, consumption, and even impact can be viewed".
According to Aristotle's communication model, the speaker wishes to have an effect on the audience, such as persuading them of an opinion or a course of action. The same message may have very different effects depending on the audience and the occasion.
Mass communication is "the process by which a person, group of people or organization creates a message and transmits it through some type of medium to a large, anonymous, heterogeneous audience." [2] This implies that the audience of mass communication is mostly made up of different cultures and behavior and belief systems.