Hornik. Making Sense of Television: The Psychology of Audience Interpretation by Robert C. Hornik The book "Making Sense of Television: The Psychology of Audience Interpretation" by Robert C. Hornik provides a comprehensive overview of the psychological processes involved in television viewing and interpretation. Hornik argues that understanding these processes is essential for creating effective and engaging television content that resonates with audiences. He explores how viewers make sense of what they watch, why they interpret it in certain ways, and how their interpretations shape their perceptions of reality. Hornik begins by discussing the evolution of technology and its impact on society. He posits that technology has evolved at an incredible pace, leading to a vast array of choices for viewers. This abundance of options has created a culture of fragmentation, where individuals can choose from a variety of channels, genres, and platforms to suit their preferences. However, this very abundance also leads to a sense of disorientation and confusion, as viewers struggle to navigate the complex media landscape. Hornik suggests that understanding the psychological factors that influence audience interpretation is crucial for creating content that stands out in this crowded marketplace. One key aspect of audience interpretation is the concept of "making sense. " Hornik defines making sense as the process of fitting new information into pre-existing knowledge structures to form a coherent narrative.

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