| 7 | Media Audiences |
In this chapter we look at:
- how audiences are made up and how our engagement with media forms is patterned and determined
- ways in which audiences are becoming increasingly segmented
- terms such as ‘hypodermic needle theory’, ‘uses and gratifications’, ‘mode of address’ and ‘situated culture’
- some of the issues around the ‘effects’ debate
- ‘passive’ and ‘active’ views of the audience and how audience participation is increasing.
Different Types of Audience
In one sense everyone is part of the audience in that we are all, to some degree or other, exposed to media texts. However, it can sometimes be difficult to stand back and think about the different ways in which our daily lives interact with the media. It is well ...
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