A Presentation by Anam Wahidi

1. AudiencesAny study of mass media would be incomplete without taking a look at the audiences that receive their messages. A Presentation by AnamWahidi

2. Media Influence in the Political World • Croteau and Hoynes (2003), ‘as citizens, we are partially reliant on the news media for an informative and accurate account of what is happening in the world around us.’

3. The Power of Images Croteau and Hoynes write (2003), ‘the public is often unable to distinguish between image and reality’. In recent interviews leading to the release of his autobiography, ex-President Bush has admitted (as he also does in his book) that ‘having a photograph taken of him peering out the window of Air Force One at the Katrina-caused wreckage of New Orleans was a "huge mistake."’

4. The Presidential Race The Media’s role has become so central to politics and campaigns that ‘staffs now organize campaigns with two primary tasks in mind: fund-raising and media exposure.’ The media seems to take a strong liking to quantitative data, often overwhelming its viewers with poll data and percentages without necessarily explaining this information. George Bishop (2010), he questions the meaning of presidential approval ratings as a valid measure of a president’s performance and ordinary citizen’s feelings about it.

5. Models & Theories: How Media Affects Its Audience • Hypodermic Model The Hypodermic Needle Theory is also known as the Magic Bullet Theory. It ‘implied mass media had a direct, immediate and powerful effect on its audiences.’ • The Minimal Effects Model The Minimal Effects Model , ‘suggested that media messages acted to reinforce existing belief rather than to change opinion’. This approach acknowledges that audiences have pre-existing notions. • Mass Society Theory This theory dealt with the concerns of an ever-changing, modern society where everyone seemed to be losing touch with one another and their roots. There was a general feeling of a decline in interpersonal relationships that the theory argued was a reason why ‘mass media played a crucial role in uniting (and homogenizing) a disparate and atomized population.’

6. Models & Theories: How Media Affects Its Audience • Political Socialization Theory This theory suggests ‘media influence may be especially strong in the early political socialization of adolescents, who are old enough to seriously consider politic issues but have not yet fully developed a political orientation.’ Therefore, the media’s approach towards politics and issues can be strongly influential in shaping its younger audiences political affiliations and stance on issues. • Cultivation Theory This theory was based on the long term effects of exposure to media and suggests that this produces a ‘mainstreaming’ effect and as a result viewers cultivate many similar views about issues in the long term. • Agenda Setting By far, agenda setting is the most realistic theory as it proposes that although the media does not spoon feed its audience, the issues of importance; it does have the power to pick and choose the issues that it brings to their attention-it can ‘direct people’s attention toward certain issues’.

7. Media & Social Movements • Social movements have two agendas when it comes to the media: 1) They desire attention to promote their cause and mission(s), and 2) They need this attention to be positive to maintain their image and remain attractive to potential donors. Oprah Winfrey was driving to work when ‘she saw a billboard that read, "Oprah: Do a show about puppy mills. The dogs need you."’ This was Bill Smith of Mainline Animal Rescue’s idea and it resulted in an entire episode of Oprah dedicated to investigating Puppy mills and bringing attention to the matter.

8. Media and It’s Unstoppable Evolution

9. Active Audiences and the Construction of Meaning Croteau and Hoynes write, ‘The phrase active audience appeals to our belief in the intelligence and autonomy of people.’ Interpretation is a simple process, that requires very little but the results can be unexpected.

10. Active Audiences and the Construction of Meaning ‘scholars use the term polysemyto describe the notion of multiple meanings in media texts.’ This is one of the main reasons why action and sex is the most popular theme in moves-because they are understood and perceived quite similarly world wide.

11. Active Audiences and the Construction of Meaning • In the light of the technologies available today, people are able to weave the media that influences them into their social lives.

12. Active Audiences and the Construction of Meaning • The meanings also differ depending on a range of varying characteristics in the audience. • However, some audiences are putting up a ‘resistance’ and putting in an effort to criticize the mainstream media. This has become a lot easier with the convenience of the internet. • About-Face equips women and girls with tools to understand and resist harmful media messages that affect their self-esteem and body image. We do this through our three programs: Education Into Action media-literacy workshops; Take Action, which enables girls and women to develop and execute their own actions; and About-Face.org, our web site.

13. Media Technology and Social Change • Within the span of the last decade many technologies have come and gone. • A Timeline of Sound & Broadcast Technology

14. Marshal McLuhan • ‘The Medium is the Message’.

15. Media Technology and Social Change • According to ‘Media Society’, ‘By 2001, only a small number of best-selling e-books had sold as many as a thousand books’. • In mid 2010, Barnes and Nobles, the creator of the nook reported a 21% increase in sales and claimed that ‘e-book sales continue to accelerate week-over-week’.