CMAF 1010 Lecture Notes - Lecture 5: The Globe And Mail, Max Horkheimer, Cultural Studies

• School: University of Windsor
• Department: Communication, Media and Film
• Course: CMAF 1010
• Professor: Kyle Asquith

Document Summary

Looking ahead : week of october 23: midterm exam on monday, labs do not run. Midterm information in separate slides will be addressed later today: week of october 30: lecture with mandatory information literacy workshop (for assignment #2), labs return. This week : different perspectives on media audiences, passive audiences and relevant theories/concepts, active audiences and relevant theories/concepts, the business side of audiences: audience-as-commodity. Early direct effects communication research: remember early twentieth century worries over war propaganda, magic bullet theories of media and audiences = powerful, direct, and unavoidable media influence. Early direct effects communication research: this is the violent video games cause violence type of theory, which gives no consideration to audiences. Early direct effects communication research: although we have moved on, the academic field of communication was founded on the notion of mass audiences uneducated vulnerable masses, easily manipulated by individual media messages. One way to answer these questions is through the concept of ideology.