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One Concept, One Reading, and One Application
Journalism & Communication
Pages 5 (1255 words)
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.
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. ...
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