Chapter 4

To me, the audience reception theory makes the most sense. Otherwise, why do some people like a show while others do not? It could be that this one show is interpreted differently by different people. Background and interest seem like they would be major factors in a person's decision to watch a show. If I do not know or care about wedding cakes then I will never watch Cake Boss (which I don't). If I do not like reality shows already, then I probably will not watch Cake Boss. Since my priorities are to either be informed or entertained when I watch a show, then I may not like Cake Boss because it could be neither informative nor entertaining to me.

Competition for my attention as a consumer is fierce and overwhelming. When I drive to work, I hear the radio, see the billboards and signs, and smell the aroma of food coming from the restaurants I pass. All of this is sensory overload and I don't seriously pay much attention to any of them (besides maybe the aroma of food).

I agree that the modern communication causes cultural segregation. A major part of our culture is individualism, but we have taken it to the next level. We now constantly look to believe in our own thing rather than a common ideology. Obviously there are mass ideologies that still exist in our society: don't murder, don't steal, etc. But other things, such as politeness, are arguably much less important than they were even 30 years ago. How we raise our kids is individual. We encourage our students to find their individuality in high school and don't just blend in with the crowd. These ideals are not necessarily bad, but when we reinforce individualism to this extent, we alienate ourselves from that necessary satisfaction of spending time with those who share our thoughts.

The media has only reinforced that. Soon, advertisements will cater to an audience of one: you. Using GPS devices we all have, advertisers can pinpoint your location so that by the time you drive up to the digital billboard 30 yards ahead of you, it has been switched to advertise for the restaurant you visit once a week at which you always use your credit card to pay. Scary stuff.