De ne Agency and Control
The de nition of agency and control refers to the power and in uence the
media claims to have over audiences, and dynamic and changing
relationship the audience has with the media.
2. What do you understand by the media terms ‘producer, audience and
institution’.
Audience
The viewer or receiver of a media product who is active in interpreting and
creating meaning. Audience now actively engage with the media rather than
being passive observers.
Institution
An organisation that has a set of political, social or economic ideas, values
and beliefs that in uences the ways in which media products are created,
produced and distributed such as Hollywood studio systems.
Producer:
In the lmmaking industry, producers often plan and coordinate various
aspects of lm production, such as selecting the script; coordinating writing,
directing, and editing; and arranging nancing.
Direct e ect trend theories
New media technologies can have a dramatic impact on society. As a new
media technology grows in popularity, other social insinuations are forced to
change and the unknown quality of this technology can cause mistrust and
unease .
Direct e ect Theories
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The de nition of agency and control refers to the power and in uence the
media claims to have over audiences, and dynamic and changing
relationship the audience has with the media.
2. What do you understand by the media terms ‘producer, audience and
institution’.
Audience
The viewer or receiver of a media product who is active in interpreting and
creating meaning. Audience now actively engage with the media rather than
being passive observers.
Institution
An organisation that has a set of political, social or economic ideas, values
and beliefs that in uences the ways in which media products are created,
produced and distributed such as Hollywood studio systems.
Producer:
In the lmmaking industry, producers often plan and coordinate various
aspects of lm production, such as selecting the script; coordinating writing,
directing, and editing; and arranging nancing.
Direct e ect trend theories
New media technologies can have a dramatic impact on society. As a new
media technology grows in popularity, other social insinuations are forced to
change and the unknown quality of this technology can cause mistrust and
unease .
Direct e ect Theories
fi fifi ff fi fl fi fl
