Active Audience Severin and Tankard and by McQuail

With reference to the readings by Severin and Tankard and by McQuail, discuss some of the ways that audiences are active. Although Severin and Tankard agree that audiences are subject to the ‘gratification theory’ they further question the interaction and types of communication that the audiences have with one another...

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Media vs Society

Media vs. Society Over time, the mass media became very popular and powerful in our society. The media is composed of newspapers, internet, radio, and television. All these tools are used to influence the society. It took decades for the media to be where it is now. In the beginning,...

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