A-Level传媒-受众学家Audience Theorists
      Revision: Audience Theorists

　　Wittgenstein

　　he said that obviousness of context of use was related to ambiguity of meaning

　　"don't ask for the meaning, ask for the use of the word"

　　Pierre Macherey

　　"silence reveals speech unless it is the speech that reveals the silence"

　　C.S.Pierce

　　"every part of any artificial construct signifies something and can fit into

　　ICON

　　INDEX

　　SYMBOL

　　"it is impossible not to communicate"

　　Graham Burton

　　"more than meets the eye" regarding and defining audiences

　　where there are defined by the particular product they consume

　　where they are specific audience for a particular type of product

　　where they belong to pre-existing groups

　　Hartley

　　7 subjectivities when discussing what happens in socializing an individual

　　1. self

　　2. gender

　　3. age group

　　4. family

　　5. class

　　6. nation

　　7. ethnicity

　　John Fiske

　　Said he missed out

　　religion

　　education

　　political stance

　　region (urban v rural)

　　Problems treating audience as mass...

　　duality of audience

　　formed in response to the media

　　corresponds to an existing social group

　　Hypodermic theory

　　Media texts act as a syringe, media injected into us, metaphor, helpless vulnerable, unable to resist being effected.

　　DIRECT EXAMPLE

　　Jamie Bulger - boys 9+10 kidnapped 4 yr old and beat him after they saw it in an '18' film

　　Uses and gratifications

　　Individuals are able to cope and make sense of what they are on the receiving end of. Making realistic conclusions of what is real-life and fiction.

　　DIRECT EXAMPLE

　　Tom and Jerry - when Jerry is killed in episodes, children know he will return in the next episode...
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