W12 Audience - 2 - Mass audience mass culture commercial...

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“Mass audience” “mass culture”: commercial culture that is mass produced for mass consumption 1. Large size 2. Composed of isolated and unknown individuals negative meaning Assumption that audience is a mass of easily manipulated consumers: passive, faceless people of low taste and intelligence ” (“hypodermic needle theory,” “couch potato”) No intellectual curiosity or critical thinking Elitist perspective that sees high culture vs. mass/low culture
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Uses and Gratifications Assumption: “Media audiences are active in their choices of media material.” The use of media is a highly selective and motivated activity NOT mindless pastime 1. Information: finding out about society and the world (ex> documentary, History Channel, Discovery Channel): / / 2. Personal identity: finding reinforcement for personal values and behavior 3. Integration and social interaction: gaining a sense of belonging, finding a basis for conversation 4. Entertainment: pleasure and enjoyment, relaxation
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