COMM 1100U Lecture Notes - Lecture 4: Nielsen Ratings, Hypodermic Needle, Tunnel Vision
17 Jan 2019
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Document Summary
Oldest area of media and communication studies. The actual audience the real specific people who are watching: people who are actually engaging with the network. The imagined audience who is watching their shows, who they are making their shows for, the audience writers envision/imagine are watching: who the audience could be or should be. (4) ways of conceptualizing the audience : the audience as sovereign consumers, the audience commodity, the audience affected, the active audience, sovereign consumer: The choices we make; reflect an understanding of who we are. Belief or the perspective that audiences/consumers are rational and self-interested; make decisions about what to do with their money without influence; based on their own decision-making process and rational thinking process. Demand for it = willing to spend money for it (capitalist theory) Media understands us as audience members to be worth spending money on because we are seen to be valuable customers to reach.
