Com 275 Characteristices of modern mass media

Com 275 Characteristices of modern mass media -...

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Characteristices of modern mass media: 1) Larger 2) Individualized 3) More dispersed 4) Privatized Clausse’s 5 layered model: 1. Message internalized 2. Message registered 3. Message Received 4. Message Receivable 5. Message offered. Audience Theory: Structural: emphasizes media and social system as primary determinants Behavioral (functionalist): based on individual needs and circumstances Social-cultural: How media are valued and given meaning by individuals Society: Media: Macro: Group and public Medium channel Micro: Gratification set Audience for particular content. Types of audiences: ^ 1) Audience as a group or public 2) Gratification set of audience 3) The medium audience 4) Audience as defined by content
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Six Major Concepts of Reach: 1) Potential audience 2) Paying audience 3) Attentive audience 5) Internal (particular content) 5) Cumulative (% reached) 6) Target audiences Biocca’s version of Activity: 1) Selectivity 2) Utilitarianism 3) Intentionality 4) gratifications 5) Other
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This note was uploaded on 04/18/2011 for the course COM 275 taught by Professor Sherry during the Fall '08 term at Michigan State University.

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Com 275 Characteristices of modern mass media -...

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