MDSA01H3 Lecture Notes - Lecture 6: Frankfurt School
Document Summary
Six theoretical approaches to the audience: effects research. Their social background or history of the audience member. The social situation, context, within which the media consumption is taking place. The text or content: the point of analyzing the media audience relations is not to predict audience behavior but to. Inoculation theory of communication: the idea that media could inject ideas into people"s heads. Cultivation analysis: content is studied for its ability to encourage or cultivate in viewers particular attitudes toward particular people or perspectives. Agenda-setting theory: the idea that media don"t tell us what to think, but they do tell us what to think about. E. g. , this is why most people don"t know what"s going on in north dakota with the pipelines on indigenous land. Abstracts the process of communication from its social context and tries to draw a straight line between sender and receiver: uses and gratification research.
