About this document
Understanding Media Audiences Dynamics by sukayna4ameen is a document available to read on EtoBox.
This document discusses different perspectives on media audiences: 1) "Passive audiences" according to early theories that saw media as having direct effects, 2) "Active audiences" according to later theories from the Birmingham School that saw audiences interpreting and reacting to media in complex ways, and 3) audiences viewed as commodities by the media business which packages and sells audiences to advertisers. Key concepts discussed include agenda setting, ideology, mass audiences, and media acting as
- Author
- sukayna4ameen
- Language
- EN