MDSA01H3 Study Guide - Midterm Guide: Hypodermic Needle, Paul Lazarsfeld, George Gerbner
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Midterm 2 review mdsa01 chapter 10: reception theory a diverse body of work that nevertheless commonly stresses audience interpretation as primary source of meaning in the media. Argue that the meaning of a text is never inherent, meaning only arises in the interaction between text and audience members. His research t(cid:396)aditio(cid:374) p(cid:396)edo(cid:373)i(cid:374)a(cid:374)tl(cid:455) sought to dis(cid:272)o(cid:448)e(cid:396) ho(cid:449) the (cid:373)ass (cid:373)edia (cid:862)i(cid:374)je(cid:272)ted(cid:863) pa(cid:396)ti(cid:272)ula(cid:396) meaning into consumers. Researchers assumed here that media messages meant only exactly what producers intended them to mean and audiences were unable to ignore or negotiate these meanings. This model posited the existence opinion leaders or certain individuals in the audience that attended more carefully to media than others. Mass media messages would influence these individuals who would in turn disseminate the information to secondary audiences. Instead of of passively absorbing given meanings, audiences are selective in which media they consume and how they choose to use it.
