This concept has been refined over a period of time based on the experience gained by television professionals and the public in dealing with the social issues. This audience engagement is more pronounced in TV debates than in any other programs on television. It doesn’t exist only at the ‘moment of reading’ but, the subject lingers in the minds of the audience which might prompt them to react later. Therefore, effectiveness of communication at this stage, if at all it is intended, can be measured by its impact on the public subsequently. In any other case, the impact of a good debate is expected to form a public opinion or shape up the public’s attitude in social issues of various kinds. Social subjectivity argument is more amenable than textually produced subjectivity especially in the political setup prevailing in most of the countries that is predominantly democratic with liberal views on freedom of speech and expression. Convergence of technology It is also interesting to note that the technological developments took place over years have enhanced the role of media as a means of mass communication in societies. The earlier boundaries in information and communications technology have vanished under convergence of technology. Television networks offer phone service and Internet television. Mergers between media and telecommunication firms gave rise to faster technological developments and their applications for commercial exploitation. Mobile phones with plethora of facilities including Wi-Fi have made the media more interactive. Ernesto Schmitt (2013) said “Our Android users have been very vocal about wanting a full-featured tablet version of zeebox,” Technological developments have enabled increased connectivity between the audience and television. Zeebox CTO Anthony Rose stated: "The future of broadcast TV is about synchronicity between the TV and the second-screen. zeebox’s platform connects TV context with users and content owners, enabling a deeper connection between broadcast TV and its fans." John Fiske has not mentioned about the impact of technological developments, since most of the developments took place later. Applications in real life The author has pointed out “that Morley found that Hall, in following Perkin (1772), had overemphasised the role of class in producing different readings and had underestimated the variety of determinants of reading” (61-62) especially ideologies. But, ethnography as a valid method of studying television and its viewers based on culture has its own limitations though it takes into account the diversity in social formation and culture. For example, debates on important subjects like ‘employment in call-centre’, ‘Diversity in workplace’ or ‘outsourcing’ would be more useful not only to the employees, but also to the employers, students and public who have vested interest in the discussions on the subject. For instance, the need for diversity in work force, its impact on culture or its benefits could lead the people to introspection and change their opinions or views in the light of the debate. While focussing the differences among viewers, revaluation of the text is also necessary for paying
Active Audience in Mass Media and Communication: Television Debates Introduction John Fiske (61) states “The actual television viewer is a primarily social subject. This social subjectivity is more influential in the construction of meanings than the textually produced subjectivity which exists only at the moment of reading.” This paper seeks to establish the concept that “In television debates, it is important to analyze whether the strategies adopted by the television companies are designed to influence the engagement of the viewer…
Press freedom also has a role to play in affecting the public opinion about certain things. The governments these days are implementing legislations through which the press can enjoy its relevant freedom. The First Amendment in the US Constitution states that “Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech or of the press; or the right of the people peaceably to assemble, and to petition the government for a redress of grievances” (Cornwell 2004 p 258).
"Components of Small Group Communication." The Fundamentals of Small Group Communication. Sage Publications, 2008. 1-22. Components of Small Group Communication. Sage Publications Inc. Web. 17 Mar. 2011. . Socha, T.
Then the whole system becomes weightless…not unreal, but a simulacrum…” (Baudrillard, 1994, pp. 5-6). Observations reveal that in postmodern era extensive use of mass media and representative symbols have become an integral part of contemporary culture, where boundaries between fantasy and real world have merged, often making reality unrecognisable (Baudrillard, 1993, pp.
This paper aims to critically analyze and evaluate the reading techniques used in academic tasks such as initial investigation or research, reading the exam paper or a random journal article. All of these reading procedures involve entirely different techniques primarily depending upon the subject area.
Although it is great challenge for teachers and management to use only one computer to conduct multimedia activities in the classroom, there are many ways or strategies we can employ to equally and make the most of student access. Furthermore, we can also do something to expand the capabilities and services of one computer in the classroom by allowing the computer to function as learning, research and development station for small groups instead of using it as a presentation tool alone.
Her diagnostic evaluation of the American city is perhaps as accurate, precise and timely today as it was when the book was written. The heart of her argument is that a city needs diversity at all of its levels in order to flourish. Jacobs states that the ubiquitous principle "is the need of cities for a most intricate and close-grained diversity of uses that give each other constant mutual support, both economically and socially" (19).
ent has embarked upon aggressive domestic protection strategies aimed at providing subsidies to growers, assuring minimum prices to them and in short, adopting a protectionist policy to domestic producers of agriculture produce, presumably at the detriment to foreign producer
The main source used to discuss the concept of task within small group communication is a book titled “The Fundamentals of Small Group Communication” by Scott A. Myers and Carolyn M. Anderson. This book talks in detail about the very basics of what comprises
I started reading at a tender age; when I was around eight years old. At this age, many things were not making sense to me as I could not understand why the author was using some of the vocabularies and terms. In connection to this, in most of
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