Introduction to Audience Effects

Audience Effects

In this course, Professor Mattias Frey (City, University of London) looks at the topic of audience effects. In the first module, we look at what audience effects means as it relates to media studies. After this, we explore some early direct effects models, including the work of Theodor Adorno, Max Horkheimer and Albert Bandura. Then, we look at alternative models, including the work of Katz and Lazersfeld. The next module explores reception theory and resistant audience theories. Finally, we look at moral panics and media literacy, as well as passing some concluding remarks on the topic of audience effects.

Introduction to Audience Effects

In the first module, we look at what audience effects means as it relates to media studies. In particular, we look at: (i) how media influences its audience, emphasising the need to understand the depth and diversity of media consumption today; (ii) the concept of spectrum engagement ranging from active to passive audience engagement, discussing how different theories and disciplines perceive audience agency in consuming and interpreting media; (iii) the various models that explain media effects, from early direct effects models like the hypodermic needle theory to more nuanced views like reception theory and the encoding/decoding model; (iv) statistics on media consumption in the UK, especially in relation to mental well-being and societal impact; and (v) the role of big data, algorithms, and societal reactions (such as moral panics) in shaping media effects.