Question 1: Define the term 'media audience' and explain its significance in sociology.

Answer: A media audience refers to the group of people who consume or interpret media content. Understanding media audiences helps sociologists analyze how different groups are influenced by media, how media shapes social norms, and how target groups are identified and catered to.

Question 2: Identify and describe two ways in which media audiences can be classified.

Answer: Media audiences can be classified by demographics such as age, gender, and social class, or by their level of engagement, such as active participants (who create content) or passive viewers (who simply consume content).

Question 3: Explain the concept of 'active' versus 'passive' audiences, providing an example of each.

Answer: An active audience engages with media content by interpreting, questioning, or creating responses, such as fans discussing a TV show online. A passive audience simply consumes media without much interaction, like watching television without further engagement.

Question 4: Describe how the hypodermic needle theory relates to the idea of media audiences.

Answer: The hypodermic needle theory suggests that media messages are directly injected into audiences, who passively accept them. This implies audiences are uniform in their responses and easily influenced by media content.

Question 5: Discuss one example of how media can shape the identity of a particular social group.

Answer: Media representations of gender roles can influence individuals' perceptions of appropriate behavior, shaping the identity of men and women in society. For example, portrayals of women as homemakers can reinforce traditional gender stereotypes.

Question 6: Describe the difference between a 'mass' media audience and a 'niche' media audience.

Answer: A mass media audience consists of a large, general group of viewers or readers who consume mainstream content, while a niche audience is a smaller, specialized group interested in specific topics or genres.

Question 7: Sketch a diagram showing how a media message is received and interpreted by an audience. Label the key parts of your diagram.

Answer: A correct sketch would include: a media producer creating a message, the message being transmitted through a medium (e.g., TV, internet), an audience receiving the message, and then interpreting or reacting to it. Labels should identify the producer, medium, audience, and interpretation process.

Question 8: Explain two factors that can influence how an individual interprets a media message.

Answer: Factors include personal background (such as beliefs and experiences) and social context (such as peer influence or cultural norms). These factors affect whether a person accepts, rejects, or interprets media content in a particular way.

Question 9: Identify and describe one criticism of the idea that all audiences interpret media messages differently.

Answer: One criticism is that some media content is designed to evoke a uniform response, meaning audiences may interpret messages similarly regardless of personal differences. This challenges the idea of completely diverse interpretations.

Question 10: Sketch a simple model illustrating how media messages can influence public opinion. Include key elements and their relationships.

Answer: A correct model includes: media source producing content, dissemination through channels, an audience receiving and interpreting, and the resulting influence on public opinion. Arrows should show the flow from media to audience and influence.