Media Audiences
To what extent do media texts influence our opinions, behaviours, and culture?
Introduction
Although new digital technologies are constantly changing the way we interact and consume media texts, companies remain eager to target and attract audiences to their products. This section will take you through some of the key approaches to understanding our relationship with the media. It is also fascinating to explore how the interpretation of media texts reflect our social, cultural and historical contexts.
Contents
Audience Segmentation
By grouping people together according to their background, behaviour and beliefs, companies can develop better marketing strategies to connect with their target audience. The following guides explore how audiences are defined and quantified.
Media Effects Theories
Does the media really have the power to influence our view of the world? Find out more about the relationship between the audience and the media with our guides to some of the most important theories.
Join the debate with our introduction to Albert Bandura’s Social Learning Theory.
Media Agenda
Motivation Theories
Why do audiences consume media texts? The following theories take an audience-centered approach to understanding mass communication.
End of Audience
Explore why the boundaries between the audience and producers are increasingly blurred.
Advertising and Marketing
The AIDA Principle of Marketing
Search
Key Concepts
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