CMN 1160 Chapter Notes - Chapter 5: Hypodermic Needle, Media Consumption, Frankfurt School

• School: University of Ottawa
• Department: Communication
• Course: CMN 1160
• Professor: Daniel Pare

Document Summary

Mass audience: developed as a result of the printing press and then radio, television etc. differentiated from the audience of theater, it is a undifferentiated group that is acted upon. Audience fragmentation: poses a challenge to broadcasters- they cannot charge advertisers as much because people are watching a variety of media at different times with different medium. Reaggregate: broadcasters are attempting to reaggregate audiences to combat this advertising issues. Ex. offering an online component to tv to keep viewers engaged. Media-audience interaction: requires knowledge of social institutions, is a closely-woven meaning-generating system. Audience interpretation: derived from the following factors: the social background/ history of audience members, their current state of mind, the social situation/ context within which the media consumption is taking place, the text/ content available. Culture: a set of ideas and values or a way of life through which people understand and relate to the larger set of organizations, institutions and relationships among which they live.