Related Demographic Variables In Communication Media

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2.7 Communication media and related demographic variables
Communication as an integral part of all the society, helps sharing of knowledge, socializing, entertaining and gaining consensus through persuasion for the people involved (schramm, 1977). In the process of communication, the role of the mass media is immense. Communication Media emerge and converge with the existing ones in the environment, and with the emergence of new media and convergence of media technology, the patterns of media usage of people inevitably changes (Mangleburg&Bristol, 1998) which puts the knowledge about people’s media use on a moving end.
Media studies often show attitudinal and behavioral differences among societies and cultures in the use of media (Bonfadelli,
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These are identified as anything that conveys meaning, e.g., words, images, gestures, etc. semiotics studies focus on the problems of the encoding, and more generally of the codes used. The object of investigation is the message itself containing different signs that can be interpreted according to a pre-established intension, without reference to the consumer and the influence on the consumer behavior. Studies on the effectiveness of advertising focus on the language or the graphic image of the message. They analyze the quality of the message from the view point of its construction, its presentation and the place of the communication process (Mick, 1986; & Scott, 1994). The impact of the message on the recipient is a minor problem in the process of the message evaluation. This is a critical curb of the semiotic approach in marketing. This approach is useful especially in the context of advertisement creation, thus, considering audience characteristics is the necessary concomitant for the right…show more content…
On the other hand, the approach does not provide exhaustive answers, not digging in to the exact causes that lead to the recipient of the message publicity to expose themselves voluntarily to the message and eventually make the business decision. So it does not take in to account the entire communication process, and, in particular, the external factors, especially those related to the environment may play a crucial role in determining the behavior of the recipient.
The socio-psychological perspective takes the message and the recipient of the message in to account. One of this is the dichotomous model. This model focuses on the persuasiveness of the message to determine effectiveness of advertising (Ray, 1982), observing the effects on the formation process of attention, memory, attitude and behavior (Kapferer, in Corvi, 2010). The major weakness of the dichotomous model is partial evaluation and the inability to provide reliable breakdowns of the effects achieved by advertising. Hence, sometimes, the three dimensional model is

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