iif_kgpm_Dictionary_of_Media

attention model of mass communicationpromising that some benefit willensue from buying a product (such asa savings in money, improvement inphysical appearance). Other headlinesare worded to arouse curiosity,or to attract the attention of a specificgroup (e.g., “For those who areyoung at heart”).attention model of mass communicationparadigm that presents thedesign of mass communication interms of attracting and maintainingthe attention of consumers, viewers,or listenersattention value likelihood that anadvertisement or media product willattract and maintain attention and/orinterestattitude in media studies, the dispositionof an individual toward amedia product, especially as acquiredthrough cultural conditioningattitude change theory in mediastudies, a principle that aims toexplain how people’s attitudes areformed and/or changed through mediaexposureaudience any group of peopleexposed to media. Some audiences(such as those for sports events orconcerts) are physically present atthe media event. Other audiences(such as those for novels, television,or radio) are not. Additionally,audience members need not undergothe experience at the same time (forexample, not everyone reads thebook or sees the movie at the sametime). The idea of audience enteredmedia studies through psychologicalresearch on people’s responsesto certain media messages accordingto age, social class, gender, and soon. It is now believed that there is aconstant dynamic interplay betweenaudiences and producers of mediaproducts. Audience research aimsto identify the views, habits, andopinions of media audiences of allkinds.audience appreciation index [abbreviatedas AAI] measure of audiencereaction to a certain media product.The measure is used as a factor in ratingsresearch.audience competence knowledgethat audience members build upregarding their interests, which maycreate an increase in audience satisfactionaudience differentiation classifyingaudiences into categories, such asage, social status, gender, and education,so as to determine the needs ofeach groupaudience duplication percentage ofpeople reached by an advertisement(or other media event) more thanonceaudience ethnography researchmethod in which the researcher joinsa specific audience group in order toobserve their reactions to media fromwithin the group30