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Flashcards in Audiences Deck (27)
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1
Q

What are the audience theories?

A
Uses and Gratifications (active)
Reception theory (active)
Hypodermic needle (passive)
Two-Step Flow
Cultivation (passive)
2
Q

What is the uses and gratifications theory?

A
Individuals use the media in the expectation that will fulfil psychological needs.
Entertainment + diversion
Information + education
Social interaction
Personal identity
3
Q

What is Hall’s reception theory?

A

Audience is actively engaged in the interpretation of media texts - idea that individuals interpret texts in different ways.

4
Q

What is the hypodermic needle theory?

A

Model of communication suggesting that intended message is directly received and accepted by receiver.

5
Q

What is the two-step flow theory?

A

Ideas flow from the mass media to opinion leaders and from them to less active sections of the population.
-Opinion leaders select and adapt messages in line with their own agenda.

6
Q

What is the cultivation theory?

A

TV cultivates the minds of viewers over a long period of time.

7
Q

What are the three segmentation methods?

A

Demographics
Psychographics
Geographics

8
Q

Define psychographics

A

Segmentation through the study of personality, values, opinions, attitudes, interests and lifestyles.

9
Q

Define demographics

A

The characteristics and make-up of a sample of the population - e.g. age, gender, nationality.

10
Q

Define geographics

A

Collecting and analyzing information according to the physical location of the customer - often used in marketing.

11
Q

What are the two audience research methods?

A

Qualitative

Quantitative

12
Q

Define qualitative

A

Market research method that focuses on obtaining data through open-ended and conversational communication.

13
Q

Define quantitative

A

Quantitatives methods emphasize objective measurements and the statistical, mathematical, or numerical analysis of data collected through polls, questionnaires, and surveys.

14
Q

What marketing techniques are there?

A

Targeting
Guerilla marketing
Viral marketing

15
Q

Define targeting

A

The way media producers aim products at specific audiences.

16
Q

Define guerilla marketing

A

Advertisement strategy to promote products or services in public places (streets) - involves getting the attention of the public in unusual ways.

17
Q

Define viral marketing

A

Method of marketing where consumers are encouraged to share information about a company’s goods or services via the internet.

18
Q

What audience research institutions are there?

A

BARB
RAJAR
Pamco
Nielson

19
Q

What is BARB?

A

Broadcasters Audience Research Board

20
Q

What is RAJAR?

A

Radio Joint Audience Research Limited

21
Q

What is PAMCo?

A

Publishers Audience Measurement Company - governing body which oversees audience measurement for the published media industry.

22
Q

What is Nielson?

A

Leading global information and measurement company - provides market research, insights and data about what people watch, listen to and buy.

23
Q

Define moral panic

A

The way that the media stirs up intense feelings because of the way it covers a news event or issue.

24
Q

Define niche audience/market

A

A small segment of an audience with specific tastes and interests.

25
Q

Define preferred reading

A

The interpretation of a media text that the producers intended the audience to have.

26
Q

Define primary research

A

Original and new research that is carried out to answer particular questions or issues.

27
Q

Define secondary research

A

Involves the collation and analysis of research that already exists.