The Effect of mass communication theory and on audience research

In this thesis which is titled as "The problem of effect on mass communication theory and an audience research the position of audiences is being the effect of the media is examined. This thesis consists of two main parts. In the first part the problem of effect is determined according to liberal and critical paradigm. Then audience research is taken into consideration within an epistemological manner. After that television genres and their characteristics are examined. Finally a survey conducted over forty two audiences who are exposed to Arena news program. According to the results of the survey Hall's encoding/decoding model which contains hegemonic, negotiatory and critical reading is proved on focus group research. Arena which is a popular news program does not reflect reality in an adequate manner. It is observed that the audience persuading takes place through a myth which is identified within Uğur Dündar' s personality. Moreover the audience interpretation process is tried to be kept under the control by using the closed text. The program also uses several tools such as speaker off, music, light, some film scenes and metaphores for this purpose. Besides all these efforts critical readings are observed within educated groups. It means that the text is not a reliably source on the meaning. Although audiences have critical interpretations in terms of their socio-cultural status and their ages, the determination of the text, should not be ignored.