Understanding Audiences

Name: Understanding Audiences
Brand: Taylor & Francis

Taylor & Francis

This guide explains how a good understanding of audiences of all forms of media can serve to improve the efficiency of media use. > Understanding Audiences helps readers to recognize the important role that media plays in their lives and suggests ways in which they may use media constructively. Author Robert H. Wicks considers the relationship between the producers and the receivers of media information, focusing on how messages shape perceptions of social reality. He analyzes how contemporary media--including newspapers, film, television, and the Internet--vie for the attention of the audience members, and evaluates the importance of message structure and content in attracting and maintaining the attention of audiences. Wicks also examines the principles associated with persuasive communication and the ways in which professional communicators frame messages to help audiences construct meaning about the world around them.\nAmong other features, this text:\ndescribes the processes .