MATA32H3 Chapter Notes - Chapter 5: Mass Society, George Gerbner, Behaviorism
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MATA32H3 Full Course Notes
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Media is generally produced with a profit motive in mind. Industry members seek to know the size and demographic characteristics of their audience (age, gender, ethnicity) as well as other attributes (education, income level, purchasing patterns) Industry members also want to know how audiences respond to audience-building techniques so they can learn to attract larger audiences with specific characteristics. Notions of what comprise an audience have shifted radically over time and can vary dramatically between cultures. Theater in early greece was both political and intellectual in content and the public was an active partner, free to comment, be commented upon, to assist, to intervene, with the on-stage production. By comparison, roman theater wa designed for non-political spectatorship. By (cid:448)astly i(cid:374)(cid:272)reasi(cid:374)g the (cid:374)u(cid:373)(cid:271)er of (cid:271)ooks i(cid:374) (cid:272)ir(cid:272)ulatio(cid:374), gute(cid:374)(cid:271)erg"s pri(cid:374)ti(cid:374)g press helped (cid:272)rete a new kind of audience. With the development of industrial society and mass media (nuwspapers, radio, tv), an increasing number of new kinds of audiences took form.
