Audience- Best understood as a catergory rather than a being. Being part of an audience is something we 'slip-in and out of', It is part of who we are, but does not capture or define us, or how we think. Each audience member will consume the media in a different way.
Demongraphics- The facts about a population as used in government, marketting or opinion research. Commonly-used demographics incled:
*Race*Age
*Income
*Mobility (in terms of travel time to work or number of vehicles avaliable)
*Educational attainment
*Home ownership
*Employment Status
*Location
Psychographics- are based on opinions, likes, dislikes, their desires to fulfil human needs, as opposed to demographics of a group of people are based on facts.
Convergence- The coming togetheer of previously seperate industries (computing, printing, film, audio etc.) which increasingly use the same or related tech. E.g. Phone with a camera
Synergy- Large corporations developing merchandise related to products.
Conglomerate- A large company that consists of divisions of seemingly unrelated businesses.
Continuity editing- For example: one person walks out of a door (out of scene) walking into another scene straight after so seems like invisible editing.
The Hypodermic Needle Model- Dating from the 1920s, this theory was the first attempt to explain how mass audiences might react to mass media. It suggests that audiences passively receive the information transmitted via a media text, without any attempt on their part to process or challenge the data. This is called unmediated information.
Uses and gratifications- During the 1960s, as the first generation to grow up with television became grown ups, it became increasingly apparent to media theorists that audiences made choices about what they did when consuming texts.
