Audience

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Audience

• Technical Words

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Aberrant Decoding

• An interpretation which, rather than recognise
  the preferred meaning of a media text, produces
  instead a deviant or unexpected reading

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Aberrant Decoding

• An interpretation which, rather than recognise
  the preferred meaning of a media text, produces
  instead a deviant or unexpected reading

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Aberrant Decoding

• An interpretation which, rather than recognise
  the preferred meaning of a media text, produces
  instead a deviant or unexpected reading

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Aberrant Decoding

• An interpretation which, rather than recognise
  the preferred meaning of a media text, produces
  instead a deviant or unexpected reading

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Consensus

• The set of ideas, beliefs and values that are
  shared by the majority of the population, the
  centre ground that by definition often excludes
  alternative positions.

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Content Analysis

• A research method used to systematically measure
  or compare characteristics or selected samples of
  media output and content.

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Encoding/Decoding

• The linked processes of constructing and
  received, involving producers (who encode
  meanings) and receivers (who decode the meanings)

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Demographics

• Demographic data refers to the social
  characteristics of the population being studied,
  e.g.. social class, gender and age. For the
  purposes of media analysis, it is particularly
  helpful in identifying the social profile of the
  audience.

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Ethnography

• A research method which aims to understand the
  social perspective and cultural values of a
  particular group, from the inside, by
  participating with or getting to know their
  activities in depth or detail.

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MythA social and historically determined idea
which has gained the status of accepted truth or
naturalness

• Example 1
• A popular urban myth is that Clint Eastwood is
  the son of the Comedy actor San Laurel from the
  comedy duo Laurel and Hardy. This is not true.
• Example 2
• Coca Cola used to contain cocaine (This is
  actually true)

• For more information on urban myths look at
  www.snopes.com

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Myth

• As Good today as its always been.
• How does the Hovis advert work as a myth?

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Mode of address

• How a media text speaks to its particular
  audience, and in so doing, helps to form the
  nature of the relationship between producer and
  audience

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Hyperdermic Needle model

• A theory which asserts that the media are
  powerful agents of influence, capable of
  injecting ideas and behaviours directly into
  relatively passive audiences of isolated
  individuals

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Narrowcasting

• The opposite of broadcasting, where programmes
  are aimed at quite specific, special interest or
  minority audiences.
• (Many TV and radio stations reflect the range
  and diversity of the magazine shelves of a
  newsagents with subjects such as fly-fishing,
  home decoration and a vast range of consumer
  products such as cars, hi-fi equipment and
  computers. This range of choice, however, is only
  possible through advertising and the existence of
  consumers who are presumably prepared to pay more
  for their specialist products.)

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