MEDIA AND THE

AUDIENCE
P R E PA RED BY:
JO RYA N B. I BA RRA
M I L T EACHE R
TWO FACES OF THE AUDIENCE

-According to potter ( 2012) , the

members of the audience are
perceived in two ways- HUMAN
MIND as MACHINE, and
INTERPRETATIVE BEINGS.
In today’s society, there are several ways to promote common
interpretations among the members of the audience.
HASHTAGS, determined by the number sign (#), which was
introduced by the social networking site TWITTER.
HASHTAG are used and attached to a tweet in order to promote
exclusivity among TWITTER USERS. Meaning, common knowledge
on why such hashtag is used.
With those, people are able to acquire unified interpretations on what
the media tries to communicate.
EFFECT ON THE AUDIENCE
1. Physiological

2. Cognitive
3. Belief
4. Attitude
5. Affective
Physiological
- this focus on human brain, being physical organ of
the body, which is determined by its pre-birth
programming.
- This programming refers to stimuli, whether
positive or negative. Media become involved
because of the trigger on programming ( finding
pleasure from media use), and leads to dependency.
Cognitive
- It
changes can be generated by the media. Media affects on
this aspect concern learning, and how knowledge can be
constantly altered by continuous exposure.

Exam: social interaction on social media started with

simplest means- perhaps by simply adding people to one’s
network. Because of innovation, socialization has been
constantly redefined by using other means.
Belief
-it falls under cognitive, only that is an anchored
by probability that requires verification.

However, media has the capacity to affect such,

either through affirmation or negotiation.
Attitude
One belief is affected, attitude comes next. Attitude is
defined as an evaluative judgement, which relates to
comparing an object to a standard.
For instance, known personalities like politician and
celebrities are always evaluated based on their
actions, while public’s attitude are always defined
based on the standard.
Affective
- affective effects are anchored by
emotions. This simply says that media
may also trigger man’s emotional
inclination towards something
perceives.
Behavior
Behavior is the overt action of people. If
media is able to penetrate most of the
above mentioned components, then
people can gradually change in terms of
how they translate all these effects into
actions.
Alvarado, Gutch, and Wollem( 1987)
- their book discussed effects studies, which

justifies the influence of media on the audience,

especially that there are several forms of media
present, and those that are continuously belong
invented and innovated. This study primarily
focuses on dominate effects like behavioral
changes.
The power of the Audience

-still it should be noted that in the earlier book

on this book, USES AND GRATIFICATIONS
THEORY by ELIHU KATZ was discussed.
Again this theory says, that the audience has
the power to choose the kind of media they
desire to consume, depending on what
gratifies their needs.
MEDIA AND THE
PRODUCERS/STAKEHOL
DERS
This lesson will focus in the relevance
of these stakeholders in running media.
Similarly, it will also focus on how can
be relevant stakeholders.
Commercial Opportunities
-the economy is important I maintaining stability
of the society. In order to achieve his, it is
important to always look at the contribution of
the market.
- Market, in democratic countries, is the means
of producing and distributing goods and
services( Spence, et al, 2011).
Media plays a major part in terms of reach
through commercial organizations. Because
being pervasive, that market is able to attract
more people and are potential consumers.
- again. Media as business organizations
cannot exist without such.
Online Opportunities
Because of the advent of social media and
other internet websites wherein in a lot
potential target people are drawn to,
advertisers cannot help but extend and
promote products and services in the cyber
world.
Conflict between Media and
Stakeholders
The power of media and stakeholders
working together is undeniable. Because of
their equally relevant influence on the
public, they are able to intensify their goals.
– appealing to public interest and getting
potential consumers.
Spence and his colleagues( 2011) also
emphasized that both the media and the
market have their own set of norms in
order to give their objectives.
INTEREST , one of the common conflicts.
-
Businesses are driven by the individual’s own interest
or EGOISM, while media has to abide by its norms of
delivering public interest, or the interest of many.

Exam: Ineffective used for media to air its

advertisement; hence, the conflict.
-Another conflict is that businesses are always only after what
consumers want to know. This is called WANT- REGARDINESS.
- it is responsibility of the media to practice transparency; and in
order to do such, every relevant details should always be incorporated
to avoid lack of accuracy.
For instance, selling cigarette, messages are always vague. A TV
advertisements that show a cowboy riding on a horse does not say
much about the product because everyone knows that the said product
is perceived negatively .
Lastly, THE NORM EXIT AND VOICE, which emphasized
on choosing between giving up on a deal or engaging people
to like the deal, is also a major conflict.
- If business is driven by the “ exit” , in the event that
consumer’s standard and requirements are not met by the
product or service, media works otherwise.
- Media is into forms or “ VOICE” rather than giving the
audience the immediate chance to choose something else.
Thank you !!!!