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audiences - Coggle Diagram
audiences
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active audience theories
uses and gratifications
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why we use media?
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relationship = connecting with family, gaining insight into others e.g. skype
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reception analysis
Morely + Hall = describes the relationship between text and audience -> interpretations (encoded by producer, decoded by audience)
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two-step flow model
Katz + Lazarfield = social networks are dominated by 'opinion leaders' who pass on their own interpretations to their audience e.g. Kim Kardashian / Oprah
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pluralists
pluralists believe in the professionalism and objectivity of modern journalists - that media output is consulted for the benefit of the audience
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