CMST 1A03 Study Guide - Quiz Guide: Netflix, Canada Council, National Energy Program
21 Mar 2017
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Media seek audiences to inform, enlighten, entertain and sell to advertisers or pay a fee for receipt of content. Scholars and social scientists seek to understand the nature of the interaction between media a(cid:374)d audie(cid:374)(cid:272)e"s (cid:373)edia a(cid:374)d audie(cid:374)(cid:272)es. Members of industry want to know demographic characteristics so they know audience. Super bowl 51: fox sports drew 111. 3million audiences (111. 9 in 2016) (additional 2. 4m, 113. 7 total, cost, super bowl media rights awarded on rotating basis, 9-year package, 1 billion/year, 65 brands advertised during game, total ad revenue: 510 million. Six academic approaches to audience: effects, agenda-setting, cultivation, uses and gratification research, marxist analyst and frankfurt school, british cultural studies, feminist research, reception analysis. British cultural studies: central concern: use of mass culture, by both sexes, to create and define gendered identities. Individuals could take products and manipulate them (subvert them) to create new self definitions. Research: feminism points to the patriarchy as the root of profound inequalities/injustices in the world.
