Exam 21: The Audience

Even if the audience for a certain form of mass media is spread out over a wide geographic area and the members do not know one another,they will be somewhat distinctive in terms of

Which aspect of Darnell Hunt's research on audiences was somewhat unique,particularly with regard to his analysis and interpretation of the data?

In his study of the social composition of audiences,which of the following characteristics did sociologist Darnell Hunt suggest would be most likely to affect the interpretation of news coverage?

Sociologist Paul Lazarsfeld

Discuss the role of opinion leaders.Identify some opinion leaders in your life.

Which sociologist pioneered research on opinion leaders?

The mass media seldom collect and define facts for their audiences because most media presentations reflect the values and orientations of the audiences themselves.

Which sociologist studied the social composition of audiences to explain how an audience interprets news coverage?

A person who influences the opinions and decisions of others through day-to-day personal contact and communication is referred to as a(n)

Is there really such a thing as "masses" who watch the media? Discuss the role of customizable personal media technology in the lives of individual audience members.

The media audience is always a secondary group of observers who are spread over a wide geographic area and can most accurately be analyzed from the functionalist perspective.

According to Darnell Hunt's research on audiences,which viewers were less animated when watching a 17-minute film clip of the 1992 riots in Los Angeles?

The way the members of an audience interpret the media is often influenced by social characteristics such as occupation,race,education,and income.