Lecture 11 The audience of mass communication ◆ Objectives o Understand the concepts of audience and their various implications Have an idea on the approaches to the understanding of audience and two models in particular: passive and active audience Understand their relationship with social and media development
Lecture 11 The audience of mass communication Objectives: Understand the concepts of audience and their various implications Have an idea on the approaches to the understanding of audience and two models in particular: passive and active audience Understand their relationship with social and media development
Media and audience ◆ Early:( pre-print e. g Modern:(audiovisual) religion service, visitors dispersed, mass news letters national, passive and drama/theatre): localized, active. choice. shared passive, Known and individual ◆ Middle:( printing) ◆ Activity I Ispersed, national, passive, choice, shared How about the audience anonymous. hetergeneous in digital time?
Media and audience Early: (pre-print e.g. religion service, visitors, news letters, drama/theatre): localized, passive, known Middle: (printing) dispersed, national, passive, choice, shared, anonymous, hetergeneous Modern: (audiovisual): dispersed, mass, national, passive and active, choice, shared and individual Activity I How about the audience in digital time?
Post-modern(digital) ◆ Dispersed ◆ Multinationals ◆ Global access ◆ Increasingly active 类A· Unlimited choice Increasingly individual ◆ Known? Specified?
Post-modern (digital) Dispersed Multinationals Global access Increasingly active Unlimited choice Increasingly individual Known? Specified?
Approaches and classification to the study of audience Approaches Classification ass ◆ Place ° Group ° People Market ype of medium or ◆ public channel ◆ Content Ime
Approaches and classification to the study of audience Approaches Mass Group Market public Classification Place People Type of medium or channel Content Time
Passive models of audience People/audience are assumed to be part of mass socle People are transformed by technological/industrial changes Functionalist/transmission models of the audience: mass comm lecture 6.ppt#2. Linear model of communication process: Lasswell mass comm lecture 6.ppt#3. Linear model of communication process: Shannon and Weaver ◆ These are so- called"magic bullet”or hypodermic” theories Stimulus/response. action/reaction. cause/effect
Passive models of audience People/audience are assumed to be part of mass society People are transformed by technological/industrial changes Functionalist/transmission models of the audience: mass comm lecture 6.ppt#2. Linear model of communication process: Lasswell mass comm lecture 6.ppt#3. Linear model of communication process: Shannon and Weaver These are so-called “magic bullet” or “hypodermic” theories Stimulus/response, action/reaction, cause/effect