COM275 Exam 2

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nick.schmittn
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115739
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COM275 Exam 2
Updated:
2011-11-09 16:01:05
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COM275
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EXAM 2
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  1. Origins of the Audience
    • The concept of audience is changing
    • The early origins in public performances

    • Modern mass media audience differs in being:
    • Larger
    • More Dispersed
    • Individualized and Privitized
  2. From Mass to Market
    • Audience as Market
    • Blumer (1939) distinguished "mass" from old notion of group, crowd, and the public

    Mass audience was large, dispersed, and always shifting
  3. The Audience as Market
    An aggregate and individual consumers

    Boundaries based on economic criteria

    Members are unrelated to each other

    Members have no shared identity

    The formation is temporary
  4. Critical Perspectives
    • Negative Views
    • Range from simple snobbery to sophisticated media analysis
    • Mass media audiences have "low taste"

    Main critisicm is that commercial organizations exploit media consumers
  5. Alternative Traditions of Research
    • The Structural Tradition
    • Obtain reliable estimates of the size

    • The Behaviorist Tradition
    • Media effects and media uses

    • The Cultural Tradition
    • Concerned with popular culture
    • Media use is a reflection of a particular social culture
  6. Types of Audience
    • The Four Main Audience Types
    • Audience as a group of public
    • Gratification set as audience
    • The medium audience
    • Audience as defined by content
  7. Alternative Models of the Audience Types
    • Audience as Target (Cognitive Processing)
    • Audience as Participants (Normative Comm)
    • Audience as Spectators (attention Giving)
  8. Six Concepts of Audience Reach
    • 1) The "Available" (or potential) Audience
    • 2) The "Paying" Audience
    • 3) The "Attentive" Audience
    • 4) The "Internal"Audience
    • 5) The "Cumulative" Audience
    • 6) The "Target" Audience
  9. Activity and Selectivity
    There has continued to be controversy about what activity means

    • Biocca (1988) proposes five different versions:
    • 1) Selectivity
    • 2) Utilitarianism
    • 3) Intentionality
    • 4) Resistance to Influence
    • 5) Involvement

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