Understanding Audiences helps readers to recognize the important role
that media plays in their lives and suggests ways in which they may
use media constructively. Author Robert H. Wicks considers the
relationship between the producers and the receivers of media
information, focusing on how messages shape perceptions of social
reality. He analyzes how contemporary media--including newspapers,
film, television, and the Internet--vie for the attention of the
audience members, and evaluates the importance of message structure
and content in attracting and maintaining the attention of audiences.
Wicks also examines the principles associated with persuasive
communication and the ways in which professional communicators frame
messages to help audiences construct meaning about the world around
them. Among other features, this text: * describes the processes
associated with human information processing; * presents an analysis
of the principles associated with social learning in children and
adults and explores the possibility that media messages may cultivate
ideas, attitudes, and criticisms of this perspective; * explains how
most media messages are framed to highlight or accentuate specific
perspectives of individuals or organizations--challenging the notion
of objectivity in media information messages; * considers the effects
of media exposure, such as whether the contemporary media environment
may be partially responsible for the recent rash of school violence
among young people; * analyzes the Internet as an interactive medium
and considers whether it has the potential to contribute to social and
civic disengagement as it substitutes for human interaction; and *
evaluates the principles of the uses and gratifications approach as
they apply to the new media environment, including traditional media
as well as popular genres like talk shows and developing media systems
such as the Internet. Intended for upper-level undergraduate and
graduate students who need to understand the nature of the media and
how they interact with these messages, Understanding Audiences
promotes the development of media literacy skills and helps readers to
understand the processes associated with engaging them in media
messages. It also offers them tools to apply toward the shaping of
media in a socially constructive way.
Les mer
Produktdetaljer
ISBN
9781135656270
Publisert
2013
Utgave
1. utgave
Utgiver
Vendor
Routledge
Språk
Product language
Engelsk
Format
Product format
Digital bok
Forfatter