MEDIA AUDIENCE

Theoretical Perspectives on Audiences

Theoretical Perspectives on Audiences

Introduction

The chapter Theoretical Perspectives on Audiences talks about the way media affects its audience and the different roles it plays as an informer, entertainer, business generator and even as one that shapes the identity of a society. Academic and industry researchers are interested in the role of media in the society and the way people interact with media in everyday life. Academicians access it in the context of the interaction between media and its audience, as media is an invited guest that comes to our home every day, and defines the social roles of men and women, describes what is right and what is not and shapes our perceptions of things around us. The industry researchers are interested in knowing the media audience, as it gives them an insight on consumer perception and they are, in a far better position, to tailor their marketing strategies to the needs of their customers based on media findings.

Discussion

The following factors influence the meaning generating entities. The interaction of any audience with the media depends on these three factors. These are as follows:

The audience's history

The context of media consumption

The audience's state of mind

In addition to the three factors, culture, family, customs, law and geography also influence the meaning generating process. In the past, there was very strong belief that media effects the way people think so much so that it put in ideas into their mind. This perception has changed over time and now research has established that media can only reinforce the beliefs that already exist. Media has an agenda setting function in that it transmits selective information.

Uses and gratification (U&G) research better assesses the media's ability to influence the audience through its content than the ...