COM 275 Lecture Notes - Behaviorism, Intentionality
Document Summary
Modern mass media audience differs in being: larger, more dispersed, individualized and privatized. Negative views- range from simple snobbery to sophisticated media analysis. Main criticism is that commercial organizations exploit media consumers. The structural tradition: obtain reliable estimates of the size. The behaviorist tradition: media effects and media uses, one way process in which the audience is conceived as a target or passive recipient of a message. Four main types: audience as a group or public. People who read the newspaper: gratification set as audience. People who share similar types of taste i. e. , hipsters: the medium audience. Primetime audience: audience as defined by content. Six concepts of audience reach: 1. The internal audience: (attention to particular content: 5. The cumulative audience: % reached over a period of time: 6. A generalized view of audience reach and impact: clausse s (1968) 5 layer model. Demonstrates how most communication receives only a small fraction of its potential attention and impact.
