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15 cards from this deck
Actively choosing & interpreting media, not passive consumers
What people do with media, not what media does to people
Uses and gratifications theory
Personalised media consumption based on individual needs
Audiences used it to satisfy social companionship need
People only consume media they want and can access
People ignore messages they don't wish to hear
People remember only info they agree with
Reinforce existing beliefs rather than change minds
Dominant interpretation that most audiences follow
Specific interpretation media makers intend audiences to have
Social groups interpreted same programme differently
Copies that look real but aren't, no connection to original
Existed more as TV images than actual fighting, media spectacle
Too theoretical, hard to find evidence to prove/disprove
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