COMM375 Lecture 2 1 21 14 AUDIENCE AS MARKET Reach how many people can we reach Gross rating points What percent of our audience have seen something once CHAFFEE AND METZGER What is mass communication o o On television it is considered as mass communication o On the internet it is mass to a certain extent mainly Media Communication T S Eliot Television allows us all to laugh at the same joke at the same time Is mass communication still a useful term Yes No EX Cable yes Internet no because it personalizes things Mass Communication is much less mass Sources of information are no longer just journalists and actors etc Great specialization of content and audiences niches No longer simultaneously synchronous intake time No longer limited by place o You can watch a tv show halfway across the world Which media personalities do you like o Scott Disick o Jay Z intelligent financially smart creative lucky b c he has Beyonc o Drake charismatic intelligent creative intellectual artsy funny o Kanye West arrogant very witty with his words and sounds o Stephen A Smith o Lebron James Which do you dislike o Lil Wayne o Skip Bayless ignorant very biased somewhat close minded etc o Lee Corso DEFINITION OF MASS AUDIENCES MASS COMMUNICATION WRIGHT 1959 Communication that s directed toward large heterogeneous anonymous audiences Transmitted publicly Are transient in nature Reach public simultaneously The communicator is often a large complex organization STRAUBHAAR AND LAROSE 2002 1 Traditional view from one to many 2 Involves the flow of information JANOWITZ 1968 Mass communications comprise the institutions and techniques by which specialized groups employ technological devises to disseminate symbolic content to large heterogeneous and widely dispersed audiences o COMMUNICATION TRANSMISSION HYPODERMIC NEEDLE MAGIC BULLET Mass Media Receiver CLEGHORN 1996 Mass has turned into Niche BASIC QUESTIONS How do you define interaction o Between two people conversation etc o Connection between two entities that is a social interaction o An exchange need to have two entities o Can be verbal speaking or non verbal shaking hands o INTERACTION IS MUTUAL OR RECIPROCAL ACTION OR INFLUENCE What o o o o Can social interaction be achieved through the media o Online support groups o Arguments Discussions etc via Social Media outlets media are INTERACTIVE Social Media You can like things on Pandora You can rate things on Amazon Radio permit interaction by call ins Newspapers permit interaction by writing editorials etc PARASOCIAL INTERACTION 1950s What is it o When people develop social relationships about people media characters without even really knowing them Fan girls know everything about Justin Bieber yet he knows not one thing about the majority of them o THE ABILITY OF ON AIR PERSONALITIES TO OFFER THE ILLUSION OF A FACE TO FACE RELATIONSHIP WITH THE AUDIENCE o effective television and radio personalities are able to cultivate intimacy at a distance they re in Hollywood making their movies or whatever etc and we re spectating from a distance 01 21 2014 01 21 2014
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