Media effect over audience【on the basis of News media and politics】(part-2)
4】Audience analysis (types of readers):
a) Preferred readers:
★ When audience takes the exact meaning of text or content in the same way as given by producer. In this case dominant leadership will come in existence.
b) Oppositional readers:
★The disputed matter or issues raised by the media is always taken as opposition readers by audience.
Means, Audience know very well that what is wrong and what is right. This kind of audience known as well informed audience and they also think by ourselves.
c) Negotiated readers:
★ In this kind of readers, audience understand text according to their understanding and also relate it through own Intelligence.
5】Narcotising dysfunction:
★ When news media bombard of information at a particular agenda on the audience. Due to which they become apathetic.
Narcotising dysfunction also enables audience to participate virtually in an issues that can help no solution.
6】Distract from main issue:
★ When a political party gets caught in a particular issue, then they mislead the public under a particular agenda on another topic. So that the public forgets the main topic, which explains the shortcomings of that government.
Some times government use media as their ideological weapon against public. Means, the control of media is in the hand of government. In such circumstances the media or press sometimes becomes government's puppet (as well as functioning style is concerned) and loses it's independent structure.
7】Distract during election:
★ During the election, some specific political party district people during election. They use some strategies like, selective memorizing, selective perception and selective exposure. The meaning of all these strategies in short, is that it all are stratigical process through which political party persuade audience in favour of content at election time and they try to persuade the audience in favour of their messages or content.
And the result is that the audience remember only those messages, which is produced at a specific time interval. As a result, the audience don't forget it.
In First part...
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