AN ANALYTICAL RESEARCH ON 'THE EFFECT OF MEDIA ON ITS AUDIENCES'

Citeseer

Today, the term "old media" is used to describe printed materials such as books and journals and mass media such as cinema and television which combine the use of voice recorders, radios, audios and images, all of which are used for communication purposes by the mass societies established through rapid urbanization and modernization processes following the Industrial Revolution; whereas the term "new media" is gradually used every day. There is no doubt that the difference between "the old media" and "the new media" results from the individual, political and social consequences of the technologies and practices used. Old media, i.e. traditional media, involves transmission of a message through one way communication during which feedback depends on time and space. On the other hand, new media enables interaction with the target audience during which users communicate interactively regardless of time and space. Moreover, thanks to new technology, users not only claim the role of producer or consumer of media contents but become both the producer and consumer of them in this new communication style. Users -spectators/audiences/readers-who have been defined as "passive participants" within the traditional media by classic theories are now defined as "active participants" as they have the power to choose between the multiple contents offered to them. However, digital revolution giving way to the new media era requires the redefinition of the audience due to the radically transforming practices of use. Therefore, the present study aims to discuss the changing role of the audience through new media technologies over the concepts of originality, freedom and reality within the audience theory.

Contemporary media scene is one of convergence mainly technological and corporate. Audience studies have always faced certain fluidity due to the dynamic nature of audience itself. This is more pronounced in the age of media convergence. All the same the paper will make an attempt to understand the phenomenon of audiencemeaning, origin, and nature. Conceptions of audience are multiple. Contemporary audience phenomenon is characterized by massification.

Sapientia Global Journal of Arts, Humanities and Development Studies (SGOJAHDS), Vol.5 No.1 March, 2022; p.g. 101 – 111; ISSN: 2695- 2319 (Print); ISSN: 2695-2327 (Online), 2022

This paper examined the traditional concept of the audience as mere listeners, viewers or readers of mass media content in the light of the advent of the New media which has given them new and multiple roles in the communication process and the role of the mass media as a one-time all-powerful information purveyor-both of which is undergoing tremendous changes in the digital age. The multiplication of media channels and sources has reorganized the audience configuration-along-time collective term for the receivers in the simple sequential model of the mass communication process-source-channel-message-receiver-effect-feedback and the media and communication industry have witnessed an irreversible revolution as it has to do with the nature and behaviour of the mass media audience occasioned by the digital age. Therefore, employing causal explanatory research design, while using literature review as a research instrument; this paper examined the changing roles of the media audience, beginning from the Mass Society, Hypodermic Needle and Magic Bullet research era to the ongoing User-generated content, mass involvement, citizens journalism revolution. The paper put forward that since the audience, having been empowered by the New media to free itself from the earlier 'manipulative' influence of the traditional media have assumed the role of content creators-the time is now ripe for scholars and researchers in the field of media and communication studies to reappraise the audience configuration and continue the design and redesign of new models of communication to put the audience in the digital age in proper perspective.

2020

The structure of the field of communication studies is often described by referring to a number of very broad research questions: Who uses which media to communicate what or to inform themselves, to entertain themselves and so on? How often or how long is some media channel or content being used? What are the causes and motives to use certain media or some type of media content? What are the effects of this exposure? and so on. In contrast, the question of how the media are being used by individuals has not really entered the canon of traditional research interests and is not commonly used to characterize an established field of research in the discipline. We think this is worth changing. Therefore, the primary aim of this volume is to make a contribution to the formation and further

2014

The basic functions of mass media are to provide information, education or instruction and entertainment for the people. Mass media motivate people directly or indirectly. The media are the tools of communication. It is the key element to make information come alive and function to fulfill the needs of the people and nations. The enormous global problems caused by growth in human race and uneven distribution of energy, food, weapons and the resources are liable to be resolved to some extent, through media interaction. To accomplish these functions in any country or community, the mass media institution should be clear about their communication objectives, which provide guidance for their day to day work. Media contribute effectively in promoting awareness about human rights and educate people to matters of peace, justice and freedom. This article highlights the role of mass media in the development as well as bringing changes / modifications in cultures and their effects on individu...

The XXIst century is one dominated by information, speed, communication and efficient relationships among them. The present study wants to be a theoretical approach meant to shape a series of specificity elements that processes as communication acquire in the present mass-media context. The psychological inferences with formative valences, positive and negative coming out from the exposure on mass-media aren't ignored either.

is presented, focusing on the motivation for the project, its objectives, approaches and problems, and on how some of the problems are dealt with. In the second part the author reflects upon to what extent one can give a general and precise definition of the field of study of the project, i.e. of 'theories of media and communication'. The conclusion is that the primary field of study of this project can be defined as: a) theories of understanding which as a part of their conceptual structure have a consciously formulated concept of 'media'/'communication', and which suppose that a part of the world can be seen as 'media'/'communication'; b) the mutual influences and developments of these theories, and c) their relations to other theories of understanding.

Audience is considered as commonly occurring grouping of spectators, readers, listeners in the different mass media. Media produces news, programs, articles, films, web pages and other media products that allow connection among their audiences. Advertising targeted is interested in the media audience as consumers of the media products and interest groups of advertising. The audiences have been considered progressively as consumers instead of as users in the cyberspace. I argue that audiences start to get involved in media indirectly which means we are a part of institutional production. When knowledge is produced, it starts to be institutionalized. My contention is the merging of the terms of audience activity and role of consumer in the commercialized media culture from the point of view of advertiser or media retailers.