CMST 1A03 Midterm: Chapter 5

• School: McMaster University
• Department: Communication Studies
• Course: CMST 1A03
• Professor: Terence Flynn

Document Summary

Chapter 5 - perspectives on media and audiences. Media frame and animate our sense of identity and provide an understanding of ourselves in relation to others and the world. Media seek audiences: to inform, enlighten, entertain and sell to advertisers or pay a fee for the receipt of content. New interactive/social media allows audiences involvement and control in the production of the media message. Scholars and social scientists seek to understand the nature of the interaction between the media and their audiences. Industry perspectives: members of the industry want to know demographic characteristics (age, gender, ethnicity) so they can pinpoint the characteristics of the audience or product they are selling to advertisers and marketers. They want a segmented in a way they can get the right content in front of the right eyes at the right time. Google creeps the hell out of you to get to know you and advertise accordingly.