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COM267 AudienceTheoryandResearchTraditions

COM267 AudienceTheoryandResearchTraditions - Audience...

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Audience Theory and Research Traditions Origins of the Audience - The concept of audience is changing - Modern mass media audience differs in being o Larger o More dispersed o Individualized and privatized From Mass to Market - Audience to market o Blumer (1939) distinguished “mass” from old notions of group, crowd, and oublic o Mass audience was large, dispersed, and always shifting o An aggregate of individual consumers o Boundaries based on economic criteria o Members are unrelated to each other o Members have no shared identity o Formation is temporary Critical Perspectives - Negative views – range from simple snobbery to sophisticated media analysis - Lowest common denominator – refers to some issue that is shared commonly by everybody - Main criticism is that commercial organizations exploit media consumers ALTERNATIVE TRADITIONS OF RESEARCH - The structural tradition o Obtain reliable estimates of the size - The Behaviorist Tradition o Media effects and media uses - The cultural Tradition o
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