Audience Importance:
- Without an audience there would be no media
- Media organisations produce media texts to make profit. If there is no audience then there is no profit
- The mass media is becoming more competitive than ever to attract more and more audiences in different ways to stay profitable
Types of Audience:
- Mass audience (broadcast audience) are those who consume mainstream or popular texts such as soaps or sitcoms. It's media in which targets a very large group of people e.g. woman, men, children, adults etc.
- Niche audience are much smaller but very influential. A niche audience is a small, select group of people with a very unique interest.
Audience Theory:
Media Effects Theory is concerned with the influences (negative) that the media could have on people.
Hypodermic Needle/Magic Bullet is the belief that we are passive consumers who are simply fed information via the media (traditional Marxist stance)- this is a form of social control.
Two step flow is the way 'influences' work. Opinion leaders get information from a media source and then pass the information, along with their interpretation, down to others such as family and friends etc.
Moral Panic-The panic of people's morals
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