Episode 11: Media and audience influence

Knowledge and Skills

Key Knowledge

the influence of both the media and audiences
arguments, evidence and ideas to explain contemporary media influence and audience agency

Key Skill

analyse and evaluate the extent of the influence of the media and audiences
analyse contemporary evidence, arguments and ideas to explain the influence of media and agency of audiences

influence: the ability to have an effect on the development, thought or behaviour of someone
extent: the extent of influence is how much influence
influence is often framed by different media influence theories - which are different ways of thinking about how the media or audiences behave when interacting with media.
when discussing influence you will need to link it back to some kind of evidence. This could include a case study, some research or some media usage data.
It's important to realise that it is very hard to prove influence - and that research and case studies have strengths and weaknesses