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Lecture 6

MGTA01H3 Lecture Notes - Lecture 6: Cultural Studies, Frankfurt School, Media Consumption

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Week 6 October 18, 2016 Perspectives on Media and Audiences
Recap of Last Class
1. Representation and Signification
2. Making Meaning
3. The Importance and Role of Theory
4. Encoding/Decoding Model
5. Perspectives on the Study of Content
Overview of Today
Last lecture ended with an introduction to a number of theoretical perspectives on the study of
content. Today’s lecture will provide an introduction to a number of perspectives on the study
of audiences.
Why Study Audiences?
Media seek audiences to inform, enlighten 启蒙, entertain, and sell to advertisers or pay a
fee for the receipt of content.
Scholars and social scientists seek to understand the nature of the interaction between the
media and their audiences.
Members of the industry want to know demographic 人口统计学 characteristics so they
can pinpoint 精准的找到 the characteristics of the audience or “product” they are selling
to advertisers and marketers.
With the printing press, the act of communication between the originator of a message
and its recipient(s) became increasingly mediated.
Digitization and media convergence 集合 have been used to break down the distance
between media production and consumption.
Audience fragmentation 分裂 presents a serious challenge to broadcasters, as it leads to a
lowering of the advertising rates they can charge.
Audience interpretations of media content are derived from the following factors:
oThe social background or history of the audience member
oHer/his/their current state of mind
oThe social situation, or context, within which the media consumption is taking
oThe text or content
The point of analyzing media-audience relations, however, is not to predict audience
behavior but to understand it.
Six Theoretical Approaches to the Audience
1. Effects research
2. Uses and gratification 满足 research
3. Marxist analysis and the Frankfurt School
4. British cultural studies
5. Feminist research
6. Reception analysis
Effects Research
“inoculation 孕育” theory of communication
obuilt on the idea that media could inject ideas onto people’s heads
find more resources at
find more resources at
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