COM 275 Lecture Notes - Gullah Gullah Island, George Gerbner, Social Cognitive Theory
Document Summary
Audience theory and research traditions: origins of the audience, the concept of audience is changing, the early origins of public performances, modern mass media audience differs in being, larger, more dispersed iii. Intentionality (conscious decision to use media to satisfy a need: resistance to influence (skeptical about letting message persuade) Uses and gratifications: different from early theories, ex. Magic bullet model: earlier theories emphasized passive audience, strong effects, evolved from research on media functions, lasswell"s societal-level functions of mass media, three major functions that media should serve in society. Introduction: what is audience, can be socially derived, can be studied structurally, behaviorally, an socio-culturally. Although twenty-fixe years have passed since television arrived, and few other experiences pervade and invade our children"s lives as deeply, we have little understanding of its effects. Programs vanish almost as soon as they appear. Nothing is so ephemeral and perishable, nothing is used up so fast. gerald lesser, lessons from sesame street, 1974 b.
