SMC219Y1 Study Guide - Final Guide: Media Controls, Media Studies, Pig Latin

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Document Summary

States that audience participation is the primary site of meaning-making. Concentrates on measuring effect of media messages on consumers. Traditional research: audiences are mindless vessels ready to receive media messages. Research interested in outlining how media injects meanings into consumers. Criticism: meaning are not similar for all audiences. Opinion leaders attended more carefully to media than others. The media would influence them pass this info to others. Criticism: more activity by audience but still claimed media messages as definite. Mass consumers of media have a distorted view of reality (violence prevalent in society) Similar to shaw & maxwell"s agenda-setting media controls what to think about and how to think about it . Criticism: still under the idea that consumers are mindless following media messages. Individuals consume media texts to their own ends rework meanings to integrate into their own lives. The audience chooses what to consume and how to consume it .