CMST 1A03 Chapter Notes - Chapter 5: George Gerbner, Media Consumption, Hypodermic Needle

• School: McMaster University
• Department: Communication Studies
• Course: CMST 1A03
• Professor: Dilyana Mincheva

Document Summary

Readings 5 chapter 5 (perspectives on media and audiences) New technology has offered audiences with increasing choice and participation but has also served to fragment these audiences. Study found that 77% of people watching t. v were also using their computers. Definition: division of audiences into small groups due to the wide spectrum of media outlets. Fragmentation leads to a lowering of the advertising ratings. To comat this issue, advertisers are working to re-aggregate audiences across different platforms. Technologies allowing companies / governments to track the movements and interests of media consumers this can make us vulnerable in a number of ways: ex: present employers might search our information online. Culture, media and audiences audience members do not accept all of what they see or hear in media content. Media-audience interaction is both energetic and passive in different ways it involves both social and cultural means.