2.3.11 - (2.3.11) What is Audience? Victim o You are the...

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(2.3.11) What is Audience? Victim o You are the consequence of what happened Market/Consumer o People buy and sell goods. They participate in the flow. Commodity Mass- Audience Ratings, Commodities, Mass behavior Outcome- i.e. Effects, Attitude change (what they end up doing— outcome of that trade—decoding) Agent- selective, uses and gratification (Audience acts on the media—people choose what media vehicles they use, when and why) Mixed Models- i.e. spiral of silence, cultivation o Spiral of Silence, Cultivation- Mass/Outcome If someone is talking a lot more you’re less likely to say something. Your confidence goes down and you get lost in other people’s opinions. Your opinion that was not expressed becomes more diminished—fear of isolation. Cultivation- predominant images shown become lasting images with the individual. People who watch a lot of TV take on the dominant feelings of what it tells them. . o
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This note was uploaded on 02/14/2011 for the course ADPR 5140 taught by Professor Krugman during the Spring '11 term at University of Georgia Athens.

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2.3.11 - (2.3.11) What is Audience? Victim o You are the...

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