Media Ownership Handout.

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Theories

Hypodermic Needle Theory: The idea that the mass media injects thought, values, beliefs into the audience which will result in them changing their opinions. Suggesting that the media is powerful and controlling. Targeted at a passive audience  Hypodermic Needle theory examples, posters from WW1 portraying the Germans as evil people. This theory can create wars, increase sales etc Criticism of the Hypodermic needle theory - is that the audience are passively just sitting there being injected with this information. Cultivation Theory:  Cultivation theory examines the long-term effects of television. "The primary proposition of cultivation theory states that the more time people spend 'living' in the television world, the more likely they are to believe social reality aligns with reality portrayed on television." It was developed by George Gerber in 1976. An example of this is when you think an Iphone is great then the television starts saying that as well, it...
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Audiences

Defining Audience  Term audience: The audience is the people who consume a media product. Reasons the audience is important, without audiences there would be no media. Media organizations produce media texts to make profit. The mass media is becoming more competitive than ever to attract more and more audiences in different ways and stay profitable. Different types of audiences  The primary or main audience is often called the TARGET audience. The secondary audience is simply the second most important consumer segment a media institution would like to target. It's not the primary audience base, and may have less money or fewer demands for the media product. Different ways of classifying audience:  A mainstream audience means the text is attempting to appeal to a very wide range of people. A niche audience, which means they appeal only to a small group of people. Demographics are one way of dividing up the audience into certain groups. Each group is assumed to ...
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Giddens

Giddens: The self is not something we are born with and it is not fixed. Instead the self is reflexively made-thoughtfully constructed by individual. we all choose a lifestyle. Gauntlet - 'collective identity' - satisfaction in belonging to a group e.g if all your friends watch POWER you may start watching  it to feel involved and to have an idea of what is going on. Web 2.0 - Gauntlet:  Any user can contribute and produce media, previously large corporations/media produces told audiences what they could watch and when, this is possible as media is now more accessible, cheaper and easier to use. People have a route to self-expression and a stronger sense of self and participation in the world, through making and exchanging online. Media can be places of conversation, exchange and transformation. The need for better 'platforms of creativity'
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