This document contains extensive summaries of the lectures needed for the third exam for the Communication Science minor. Additionally, it includes extensive summaries of chapter 13 and 17 as a bonus. I used this summary and it was really helpful for my exam and to boost my GPA.
Grade 10 for the Final exam for Milestones in Communication Science
Second Exam of Milestones in Communication Science
Foundations of Communication Science - summary with everything you need to know for essay exam 3
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Milestones in Communication Science
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Lecture 7
What is a genre?
➢ any category of content that is identified by: form, style, and/or function
➢ everything to do with a distinction/categorization based on form style and
function
➢ has something to do with audiences, producers, and messages
➢ tend to appear and disappear → they are not fixed, they can change all the time but
also maybe not since they are ingrained into our culture
➢ we, as audience members, have expectations depending on the genre
➢ 20th century→ no books specifically for teenagers
○ to encourage readers to keep reading, the young adult genre was invented
■ genre remains a staple of libraries and books since 1970s
Primary function of genres:
*give us a usable and recognizable:
1. categorization, 2. hierarchy, 3. (research) definition, 4. (research) scope
Genre: news
news is a narrative→ tells a story
the audience does not expect the news to tell lies and expect short and
concise stories
most media content tells a story with a patterned and predictable form
linking actions in a logical, sequential or causal way
providing the elements of people and places that have a fixed and
recognizable character
factual reporting vs. storytelling
The cultural texts→ genres are built into our culture
- our expectations, norms, values, are built into our culture→ when there are large
cultural gaps then different genres are used or there are different expectations
- the term “text” refers to:
- the physical message itself
- the meaningful outcome of the encounter between content and reader
What is the audience?
there are four types of audiences:
1. people assembled: proximity, location, time
a. eg. people in a lecture
2. people addressed: inscribed audience
a. people you address in a message (eg. a canvas message from a course)
3. happening audience: ad hoc/ impromptu
a. a demonstration in dam square
4. hearing audience: participatory
a. students asking questions during a lecture
Audience reach
concepts of audience reach:
● available (or potential) audience → least interesting since it is the biggest group
, ● attentive audience → pay attention
● interval audience → pay attention and internalizing message (they are thinking
about it)
● cumulative audience → indirect audience, indirectly, message goes further than
internal audience, directly, target audience might not be reached
● target audience → most expensive for advertisers since it is the desired one
Audience activity - competitor to the audience reach list (usually to talk about the price to
charge to the advertiser)
Biocca’s audience activity hierarchy
➔ selectivity
➔ resistance to influence
➔ utilitarianism (can you use the message?)
➔ intentionality
➔ involvement
Commercial audience activity hierarchy
➔ message offered
◆ eg. send 2000 letters
➔ message receivable
◆ eg. people move away, they do not receive it
➔ message received
◆ eg. letter is lost
➔ message registered
◆ eg. registered my persuasive message
➔ message internalized
➔ involvement
Three audience research traditions
, ★ structural tradition
○ define reach and social composition of audience, needed for media to sell ads
★ behavioral tradition- after WWI
○ early research preoccupied with media effects (persuasive powers), the
audience was conceptualized as passive recipients→ later research
considered the audience as more active
★ cultural tradition
○ considers media use as a reflection of a particular social-cultural context and
as a process of giving meaning to cultural products and experiences in
everyday life
Chapter 13
Media Genres, Formats and Texts
Questions of Genre
❖ genre-> a kind or type of text
➢ an emphasis on the genre tends to credit the value of a work to a cultural
tradition rather than to an individual artist
❖ Fiske (1987)- sees genre as a means of constructing the audience, in that appeal to
or within a certain genre or mic of genre elements produces a certain type of
audience with specific expectations and preferences
❖ Negus (1998)- work on genre reveals that
❖ genres are not just defined and classified by industries… audiences have their own
conception of genres as well
❖ genres overlap, and there are plenty of mixed genres and crossovers
❖ in the digital context, genres are defined by algorithis→ the results of such
algorithmic construction of product categories then get labeled, resulting in
‘hyperspecific’ micro genres that can be particular to individual users of the platform
❖ genre can refer to any category of content that has the following categories:
➢ its collective identity is recognized more or less equally by its producers
➢ this identity relates to purposes and form (length, pace, structure)
➢ the identity has been established over time and observes familiar
conventions; cultural forms are preserved, although these can also change
and develop within the framework of the original genre
❖ Andrew (1984)- genres construct the proper spectators for their own consumption
❖ Altman (1996)- three different roles that the notion of genre plays in media
production, content and reception
➢ genre provides a template for production decisions facilitating rapid delivery
products
➢ a genre offers a method of product differentiation and promotion as generic
identification
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