Who’s in Control? Contemporary Audience-Media Relations and their Implications for Perception Management

ABSTRACT

The production of media content and meaning has traditionally been considered the sole preserve of media professionals, or producers. As such, in attempting to understand the nature, or potential influential quality of the media, it has largely been thought that the role of the audience is of little consequence. However, research clearly indicates that the audience plays a critical role in constructing the meaning of the information to which they have exposure (Newman, Just and Crigler, 1992; Philo,1993). This fact has only gained recognition as a result of a shift in the way in which mediation and communication has been conceptualised and studied. More contemporary approaches to audience-media relations that have adopted a greater audience-centric approach have shown that media transmission is only half the story. Audiences are, and have always been, active rather than passive consumers of information, and as new technology affords even greater interactive possibilities, the distinction between the producer and the receiver is becoming increasingly blurred and re-defined.


AUTHORS

Psychologist, Defence Scientific Technology Laboratories

Susan C. Driscoll is a Psychologist employed by the Defence Scientific Technology Laboratories, now seconded to the Ministry of Defence. Susan has lectured at professional institutions in the UK, the US, and at NATO on issues relating to Perception Management, and she has consulted on operations in Bosnia, in addition to writing on associated topics. She holds a First Class Honours degree in Applied Psychology from the University of Surrey, and is currently pursuing an advanced degree. Senior Command and Staff Course, and regularly lectures at the Defence Intelligence and Security School at Chicksands.

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Keywords

A

AI
APT

C

C2
C2S
CDX
CIA
CIP
CPS

D

DNS
DoD
DoS

I

IA
ICS

M

S

SOA

X

XRY

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