Chapter 5: Constructing Audiences

5. The theory proposed by Paul Lazarsfeld suggests that information flows from the media to opinion leaders.
6. Who thought the word "audience" has evolved from face-to-face interaction to include consumers of electronic media?
9. A specific group of people identified and aggregated from selected population segments who are the intended users.
10. What type of research provides insights into how markets thrive and consumer behavior?
11. What does the E in GEARS stands for?
13. Media producers are sometimes guided by the acronym ______ to build a demographic audience analysis.
14. What term describes the analysis of audience size and composition data?

1. What theory, developed in the late 1920s, stated that media and information messages injected messages directly to audience.
2. What theory regards the role of television in shaping viewers' perceptions, beliefs, attitudes, and values?
3. What method of audience research involves participant observation and interviews in media consumption environments?
4. Texts carrying multiple meanings.
7. What kind of analysis helps media producers understand audiences?
8. Method of audience research involves administering questionnaires to a select group of people.
11. What method of research relies on data gathered systematically and forms the basis of analysis and conclusions?
12. What model views the audience as recipients of media products based on their traits?