SlideShare une entreprise Scribd logo
1  sur  10
Audience ,[object Object]
A media text itself has no-meaning until it is decoded by an audience.
The Hypodermic Needle Model ,[object Object],[object Object],[object Object],[object Object]
Two-Step Flow ,[object Object],[object Object],[object Object],[object Object]
Two-Step Flow ,[object Object],[object Object],[object Object]
Uses & Gratifications ,[object Object],[object Object],[object Object]
Uses & Gratifications ,[object Object],[object Object],[object Object],[object Object],[object Object]
Uses & Gratifications ,[object Object],[object Object],[object Object],[object Object],[object Object]
Reception Theory ,[object Object],[object Object],[object Object]
Reception Theory ,[object Object],[object Object],[object Object]

Contenu connexe

Tendances

Uses and Gratifications
Uses and GratificationsUses and Gratifications
Uses and GratificationsKateParsons
 
Two step flow and Opinion Leaders
Two step flow and Opinion LeadersTwo step flow and Opinion Leaders
Two step flow and Opinion Leaderslillytomjoe
 
Two step flow of communication
Two step flow of communicationTwo step flow of communication
Two step flow of communicationArtem Chaiko
 
Audience uses and gratifications theory
Audience uses and gratifications theoryAudience uses and gratifications theory
Audience uses and gratifications theorycaitlincmedia
 
Coms 2003 toronto school
Coms 2003 toronto schoolComs 2003 toronto school
Coms 2003 toronto schoolJulie Pasho
 
The hypodermic needle theory
The hypodermic needle theory The hypodermic needle theory
The hypodermic needle theory heatherbateman1
 
How do audiences read media texts
How do audiences read media textsHow do audiences read media texts
How do audiences read media textsJenny McNulty
 
Hypodermic needle model
Hypodermic needle modelHypodermic needle model
Hypodermic needle modelNic JM
 
Audience worksheet2012
Audience worksheet2012Audience worksheet2012
Audience worksheet2012Media Studies
 
Unit 25 Assignment 2 Passive vs Active Audiences
Unit 25 Assignment 2 Passive vs Active AudiencesUnit 25 Assignment 2 Passive vs Active Audiences
Unit 25 Assignment 2 Passive vs Active AudiencesVianello1
 
Coms2003 Hall and Herman
Coms2003 Hall and HermanComs2003 Hall and Herman
Coms2003 Hall and HermanJulie Pasho
 
Questions of journalism and mass communication tribhuvan university nepal
Questions of journalism and mass communication tribhuvan university nepalQuestions of journalism and mass communication tribhuvan university nepal
Questions of journalism and mass communication tribhuvan university nepalRabi Raj Baral
 
Communication theory 2
Communication theory 2Communication theory 2
Communication theory 2David Phillips
 
Blumler and katz
Blumler and katzBlumler and katz
Blumler and katzjessbird92
 
Mass communication: A critical, social scientific and cultural approach
Mass communication: A critical, social scientific and cultural approachMass communication: A critical, social scientific and cultural approach
Mass communication: A critical, social scientific and cultural approachDr. Aitza Haddad Nuñez
 
Audience theory 15th dec 2010
Audience theory 15th dec 2010Audience theory 15th dec 2010
Audience theory 15th dec 2010kbamediastudies
 
Uses & gratifications model of audience
Uses & gratifications model of audienceUses & gratifications model of audience
Uses & gratifications model of audiencejoe940
 
Target audience
Target audienceTarget audience
Target audienceElef13
 

Tendances (19)

Uses and Gratifications
Uses and GratificationsUses and Gratifications
Uses and Gratifications
 
Two step flow and Opinion Leaders
Two step flow and Opinion LeadersTwo step flow and Opinion Leaders
Two step flow and Opinion Leaders
 
Two step flow of communication
Two step flow of communicationTwo step flow of communication
Two step flow of communication
 
Audience uses and gratifications theory
Audience uses and gratifications theoryAudience uses and gratifications theory
Audience uses and gratifications theory
 
Coms 2003 toronto school
Coms 2003 toronto schoolComs 2003 toronto school
Coms 2003 toronto school
 
The hypodermic needle theory
The hypodermic needle theory The hypodermic needle theory
The hypodermic needle theory
 
How do audiences read media texts
How do audiences read media textsHow do audiences read media texts
How do audiences read media texts
 
Hypodermic needle model
Hypodermic needle modelHypodermic needle model
Hypodermic needle model
 
Audience worksheet2012
Audience worksheet2012Audience worksheet2012
Audience worksheet2012
 
Unit 25 Assignment 2 Passive vs Active Audiences
Unit 25 Assignment 2 Passive vs Active AudiencesUnit 25 Assignment 2 Passive vs Active Audiences
Unit 25 Assignment 2 Passive vs Active Audiences
 
Coms2003 Hall and Herman
Coms2003 Hall and HermanComs2003 Hall and Herman
Coms2003 Hall and Herman
 
Questions of journalism and mass communication tribhuvan university nepal
Questions of journalism and mass communication tribhuvan university nepalQuestions of journalism and mass communication tribhuvan university nepal
Questions of journalism and mass communication tribhuvan university nepal
 
Communication theory 2
Communication theory 2Communication theory 2
Communication theory 2
 
Blumler and katz
Blumler and katzBlumler and katz
Blumler and katz
 
Mass communication: A critical, social scientific and cultural approach
Mass communication: A critical, social scientific and cultural approachMass communication: A critical, social scientific and cultural approach
Mass communication: A critical, social scientific and cultural approach
 
Audience theory 15th dec 2010
Audience theory 15th dec 2010Audience theory 15th dec 2010
Audience theory 15th dec 2010
 
Prompt 3
Prompt 3Prompt 3
Prompt 3
 
Uses & gratifications model of audience
Uses & gratifications model of audienceUses & gratifications model of audience
Uses & gratifications model of audience
 
Target audience
Target audienceTarget audience
Target audience
 

En vedette

Active and Passive audience theories
Active and Passive audience theoriesActive and Passive audience theories
Active and Passive audience theoriesCrispySharp
 
A2 Media Studies Audience theory
A2 Media Studies Audience theoryA2 Media Studies Audience theory
A2 Media Studies Audience theoryRebecca Abrahamson
 
Audience & Media
Audience & Media Audience & Media
Audience & Media jonmeier
 
Media Audiences an Introduction
Media Audiences an IntroductionMedia Audiences an Introduction
Media Audiences an Introductionalevelmedia
 
Ethics & credibility of new media
Ethics & credibility of new mediaEthics & credibility of new media
Ethics & credibility of new mediakmckin56
 
AS and A2 Audiences Booklet
AS and A2 Audiences BookletAS and A2 Audiences Booklet
AS and A2 Audiences BookletKate McCabe
 
Media StudiesTheory: Audience
Media StudiesTheory: Audience Media StudiesTheory: Audience
Media StudiesTheory: Audience Kate McCabe
 
MEDIA AUDIENCES AND CREDIBILITY
MEDIA AUDIENCES AND CREDIBILITYMEDIA AUDIENCES AND CREDIBILITY
MEDIA AUDIENCES AND CREDIBILITYNalini Prasad
 
Lesson 4 - Media Audiences
Lesson 4 - Media AudiencesLesson 4 - Media Audiences
Lesson 4 - Media AudiencesCoombeMedia1
 
Year 12 to do for the first lesson after half term
Year 12 to do for the first lesson after half termYear 12 to do for the first lesson after half term
Year 12 to do for the first lesson after half termHeworthMedia1
 
Film concepts - planning lesson 1
Film concepts - planning lesson 1Film concepts - planning lesson 1
Film concepts - planning lesson 1iain bruce
 
How media producers define their target audience
How media producers define their target audienceHow media producers define their target audience
How media producers define their target audiencemattwako
 
Theory and Theorist For Media Studies A2
Theory and Theorist For Media Studies A2Theory and Theorist For Media Studies A2
Theory and Theorist For Media Studies A2MissOzzy
 
Media Theories.
Media Theories.Media Theories.
Media Theories.Geoff Moss
 
Beginners' Guide to Powerpoint
Beginners' Guide to PowerpointBeginners' Guide to Powerpoint
Beginners' Guide to PowerpointLaura Hampton
 
Demographics and psychographics
Demographics and psychographicsDemographics and psychographics
Demographics and psychographicsBigDproductions
 

En vedette (18)

Active and Passive audience theories
Active and Passive audience theoriesActive and Passive audience theories
Active and Passive audience theories
 
A2 Media Studies Audience theory
A2 Media Studies Audience theoryA2 Media Studies Audience theory
A2 Media Studies Audience theory
 
Audience & Media
Audience & Media Audience & Media
Audience & Media
 
Media Audiences an Introduction
Media Audiences an IntroductionMedia Audiences an Introduction
Media Audiences an Introduction
 
Evaluation
EvaluationEvaluation
Evaluation
 
Ethics & credibility of new media
Ethics & credibility of new mediaEthics & credibility of new media
Ethics & credibility of new media
 
AS and A2 Audiences Booklet
AS and A2 Audiences BookletAS and A2 Audiences Booklet
AS and A2 Audiences Booklet
 
Media StudiesTheory: Audience
Media StudiesTheory: Audience Media StudiesTheory: Audience
Media StudiesTheory: Audience
 
MEDIA AUDIENCES AND CREDIBILITY
MEDIA AUDIENCES AND CREDIBILITYMEDIA AUDIENCES AND CREDIBILITY
MEDIA AUDIENCES AND CREDIBILITY
 
Lesson 4 - Media Audiences
Lesson 4 - Media AudiencesLesson 4 - Media Audiences
Lesson 4 - Media Audiences
 
Year 12 to do for the first lesson after half term
Year 12 to do for the first lesson after half termYear 12 to do for the first lesson after half term
Year 12 to do for the first lesson after half term
 
Film concepts - planning lesson 1
Film concepts - planning lesson 1Film concepts - planning lesson 1
Film concepts - planning lesson 1
 
Audience
AudienceAudience
Audience
 
How media producers define their target audience
How media producers define their target audienceHow media producers define their target audience
How media producers define their target audience
 
Theory and Theorist For Media Studies A2
Theory and Theorist For Media Studies A2Theory and Theorist For Media Studies A2
Theory and Theorist For Media Studies A2
 
Media Theories.
Media Theories.Media Theories.
Media Theories.
 
Beginners' Guide to Powerpoint
Beginners' Guide to PowerpointBeginners' Guide to Powerpoint
Beginners' Guide to Powerpoint
 
Demographics and psychographics
Demographics and psychographicsDemographics and psychographics
Demographics and psychographics
 

Similaire à Audience Notes

Audience theory slideshow
Audience theory slideshowAudience theory slideshow
Audience theory slideshowBeccca
 
Audience theories
Audience theoriesAudience theories
Audience theoriesJosh Wright
 
Audience theory
Audience theoryAudience theory
Audience theoryfryr
 
Uses & gratification theory
Uses & gratification theoryUses & gratification theory
Uses & gratification theorycamilleproyart
 
6.4 - Relationship between Producers and Audience.pptx
6.4 - Relationship between Producers and Audience.pptx6.4 - Relationship between Producers and Audience.pptx
6.4 - Relationship between Producers and Audience.pptxJamesDixon10403
 
Audience Research And Target Audiences
Audience Research And Target AudiencesAudience Research And Target Audiences
Audience Research And Target Audienceshurtwoodhousemedia
 
Exam lessons 3 (audiences) Section A A2 Media Exam
Exam lessons 3 (audiences) Section A A2 Media Exam Exam lessons 3 (audiences) Section A A2 Media Exam
Exam lessons 3 (audiences) Section A A2 Media Exam Belinda Raji
 
Audience investigation
Audience investigationAudience investigation
Audience investigationtaylaemmons_
 
Uses and Gratifications
Uses and GratificationsUses and Gratifications
Uses and GratificationsFateh Khaled
 
Audience theory
Audience theoryAudience theory
Audience theoryJo H
 

Similaire à Audience Notes (20)

Audience
AudienceAudience
Audience
 
Audience theory slideshow
Audience theory slideshowAudience theory slideshow
Audience theory slideshow
 
Powerpoint To Help Task 3
Powerpoint To Help Task 3Powerpoint To Help Task 3
Powerpoint To Help Task 3
 
Powerpoint To Help Task 3
Powerpoint To Help Task 3Powerpoint To Help Task 3
Powerpoint To Help Task 3
 
Audience
AudienceAudience
Audience
 
Audience
AudienceAudience
Audience
 
Audience theories
Audience theoriesAudience theories
Audience theories
 
Audience
AudienceAudience
Audience
 
Uses and Gratifications
Uses and Gratifications Uses and Gratifications
Uses and Gratifications
 
Task 3
Task 3Task 3
Task 3
 
Audience theories
Audience theoriesAudience theories
Audience theories
 
Audience theory
Audience theoryAudience theory
Audience theory
 
Uses & gratification theory
Uses & gratification theoryUses & gratification theory
Uses & gratification theory
 
6.4 - Relationship between Producers and Audience.pptx
6.4 - Relationship between Producers and Audience.pptx6.4 - Relationship between Producers and Audience.pptx
6.4 - Relationship between Producers and Audience.pptx
 
Audience Research And Target Audiences
Audience Research And Target AudiencesAudience Research And Target Audiences
Audience Research And Target Audiences
 
Exam lessons 3 (audiences) Section A A2 Media Exam
Exam lessons 3 (audiences) Section A A2 Media Exam Exam lessons 3 (audiences) Section A A2 Media Exam
Exam lessons 3 (audiences) Section A A2 Media Exam
 
Audience investigation
Audience investigationAudience investigation
Audience investigation
 
Powerpoint to help task 3
Powerpoint to help task 3Powerpoint to help task 3
Powerpoint to help task 3
 
Uses and Gratifications
Uses and GratificationsUses and Gratifications
Uses and Gratifications
 
Audience theory
Audience theoryAudience theory
Audience theory
 

Dernier

Mastering MySQL Database Architecture: Deep Dive into MySQL Shell and MySQL R...
Mastering MySQL Database Architecture: Deep Dive into MySQL Shell and MySQL R...Mastering MySQL Database Architecture: Deep Dive into MySQL Shell and MySQL R...
Mastering MySQL Database Architecture: Deep Dive into MySQL Shell and MySQL R...Miguel Araújo
 
AWS Community Day CPH - Three problems of Terraform
AWS Community Day CPH - Three problems of TerraformAWS Community Day CPH - Three problems of Terraform
AWS Community Day CPH - Three problems of TerraformAndrey Devyatkin
 
Understanding Discord NSFW Servers A Guide for Responsible Users.pdf
Understanding Discord NSFW Servers A Guide for Responsible Users.pdfUnderstanding Discord NSFW Servers A Guide for Responsible Users.pdf
Understanding Discord NSFW Servers A Guide for Responsible Users.pdfUK Journal
 
HTML Injection Attacks: Impact and Mitigation Strategies
HTML Injection Attacks: Impact and Mitigation StrategiesHTML Injection Attacks: Impact and Mitigation Strategies
HTML Injection Attacks: Impact and Mitigation StrategiesBoston Institute of Analytics
 
TrustArc Webinar - Unlock the Power of AI-Driven Data Discovery
TrustArc Webinar - Unlock the Power of AI-Driven Data DiscoveryTrustArc Webinar - Unlock the Power of AI-Driven Data Discovery
TrustArc Webinar - Unlock the Power of AI-Driven Data DiscoveryTrustArc
 
A Year of the Servo Reboot: Where Are We Now?
A Year of the Servo Reboot: Where Are We Now?A Year of the Servo Reboot: Where Are We Now?
A Year of the Servo Reboot: Where Are We Now?Igalia
 
Artificial Intelligence Chap.5 : Uncertainty
Artificial Intelligence Chap.5 : UncertaintyArtificial Intelligence Chap.5 : Uncertainty
Artificial Intelligence Chap.5 : UncertaintyKhushali Kathiriya
 
Top 5 Benefits OF Using Muvi Live Paywall For Live Streams
Top 5 Benefits OF Using Muvi Live Paywall For Live StreamsTop 5 Benefits OF Using Muvi Live Paywall For Live Streams
Top 5 Benefits OF Using Muvi Live Paywall For Live StreamsRoshan Dwivedi
 
Automating Google Workspace (GWS) & more with Apps Script
Automating Google Workspace (GWS) & more with Apps ScriptAutomating Google Workspace (GWS) & more with Apps Script
Automating Google Workspace (GWS) & more with Apps Scriptwesley chun
 
Powerful Google developer tools for immediate impact! (2023-24 C)
Powerful Google developer tools for immediate impact! (2023-24 C)Powerful Google developer tools for immediate impact! (2023-24 C)
Powerful Google developer tools for immediate impact! (2023-24 C)wesley chun
 
The 7 Things I Know About Cyber Security After 25 Years | April 2024
The 7 Things I Know About Cyber Security After 25 Years | April 2024The 7 Things I Know About Cyber Security After 25 Years | April 2024
The 7 Things I Know About Cyber Security After 25 Years | April 2024Rafal Los
 
Apidays New York 2024 - Scaling API-first by Ian Reasor and Radu Cotescu, Adobe
Apidays New York 2024 - Scaling API-first by Ian Reasor and Radu Cotescu, AdobeApidays New York 2024 - Scaling API-first by Ian Reasor and Radu Cotescu, Adobe
Apidays New York 2024 - Scaling API-first by Ian Reasor and Radu Cotescu, Adobeapidays
 
Why Teams call analytics are critical to your entire business
Why Teams call analytics are critical to your entire businessWhy Teams call analytics are critical to your entire business
Why Teams call analytics are critical to your entire businesspanagenda
 
Bajaj Allianz Life Insurance Company - Insurer Innovation Award 2024
Bajaj Allianz Life Insurance Company - Insurer Innovation Award 2024Bajaj Allianz Life Insurance Company - Insurer Innovation Award 2024
Bajaj Allianz Life Insurance Company - Insurer Innovation Award 2024The Digital Insurer
 
Strategize a Smooth Tenant-to-tenant Migration and Copilot Takeoff
Strategize a Smooth Tenant-to-tenant Migration and Copilot TakeoffStrategize a Smooth Tenant-to-tenant Migration and Copilot Takeoff
Strategize a Smooth Tenant-to-tenant Migration and Copilot Takeoffsammart93
 
Data Cloud, More than a CDP by Matt Robison
Data Cloud, More than a CDP by Matt RobisonData Cloud, More than a CDP by Matt Robison
Data Cloud, More than a CDP by Matt RobisonAnna Loughnan Colquhoun
 
MINDCTI Revenue Release Quarter One 2024
MINDCTI Revenue Release Quarter One 2024MINDCTI Revenue Release Quarter One 2024
MINDCTI Revenue Release Quarter One 2024MIND CTI
 
Boost Fertility New Invention Ups Success Rates.pdf
Boost Fertility New Invention Ups Success Rates.pdfBoost Fertility New Invention Ups Success Rates.pdf
Boost Fertility New Invention Ups Success Rates.pdfsudhanshuwaghmare1
 
Exploring the Future Potential of AI-Enabled Smartphone Processors
Exploring the Future Potential of AI-Enabled Smartphone ProcessorsExploring the Future Potential of AI-Enabled Smartphone Processors
Exploring the Future Potential of AI-Enabled Smartphone Processorsdebabhi2
 
Manulife - Insurer Innovation Award 2024
Manulife - Insurer Innovation Award 2024Manulife - Insurer Innovation Award 2024
Manulife - Insurer Innovation Award 2024The Digital Insurer
 

Dernier (20)

Mastering MySQL Database Architecture: Deep Dive into MySQL Shell and MySQL R...
Mastering MySQL Database Architecture: Deep Dive into MySQL Shell and MySQL R...Mastering MySQL Database Architecture: Deep Dive into MySQL Shell and MySQL R...
Mastering MySQL Database Architecture: Deep Dive into MySQL Shell and MySQL R...
 
AWS Community Day CPH - Three problems of Terraform
AWS Community Day CPH - Three problems of TerraformAWS Community Day CPH - Three problems of Terraform
AWS Community Day CPH - Three problems of Terraform
 
Understanding Discord NSFW Servers A Guide for Responsible Users.pdf
Understanding Discord NSFW Servers A Guide for Responsible Users.pdfUnderstanding Discord NSFW Servers A Guide for Responsible Users.pdf
Understanding Discord NSFW Servers A Guide for Responsible Users.pdf
 
HTML Injection Attacks: Impact and Mitigation Strategies
HTML Injection Attacks: Impact and Mitigation StrategiesHTML Injection Attacks: Impact and Mitigation Strategies
HTML Injection Attacks: Impact and Mitigation Strategies
 
TrustArc Webinar - Unlock the Power of AI-Driven Data Discovery
TrustArc Webinar - Unlock the Power of AI-Driven Data DiscoveryTrustArc Webinar - Unlock the Power of AI-Driven Data Discovery
TrustArc Webinar - Unlock the Power of AI-Driven Data Discovery
 
A Year of the Servo Reboot: Where Are We Now?
A Year of the Servo Reboot: Where Are We Now?A Year of the Servo Reboot: Where Are We Now?
A Year of the Servo Reboot: Where Are We Now?
 
Artificial Intelligence Chap.5 : Uncertainty
Artificial Intelligence Chap.5 : UncertaintyArtificial Intelligence Chap.5 : Uncertainty
Artificial Intelligence Chap.5 : Uncertainty
 
Top 5 Benefits OF Using Muvi Live Paywall For Live Streams
Top 5 Benefits OF Using Muvi Live Paywall For Live StreamsTop 5 Benefits OF Using Muvi Live Paywall For Live Streams
Top 5 Benefits OF Using Muvi Live Paywall For Live Streams
 
Automating Google Workspace (GWS) & more with Apps Script
Automating Google Workspace (GWS) & more with Apps ScriptAutomating Google Workspace (GWS) & more with Apps Script
Automating Google Workspace (GWS) & more with Apps Script
 
Powerful Google developer tools for immediate impact! (2023-24 C)
Powerful Google developer tools for immediate impact! (2023-24 C)Powerful Google developer tools for immediate impact! (2023-24 C)
Powerful Google developer tools for immediate impact! (2023-24 C)
 
The 7 Things I Know About Cyber Security After 25 Years | April 2024
The 7 Things I Know About Cyber Security After 25 Years | April 2024The 7 Things I Know About Cyber Security After 25 Years | April 2024
The 7 Things I Know About Cyber Security After 25 Years | April 2024
 
Apidays New York 2024 - Scaling API-first by Ian Reasor and Radu Cotescu, Adobe
Apidays New York 2024 - Scaling API-first by Ian Reasor and Radu Cotescu, AdobeApidays New York 2024 - Scaling API-first by Ian Reasor and Radu Cotescu, Adobe
Apidays New York 2024 - Scaling API-first by Ian Reasor and Radu Cotescu, Adobe
 
Why Teams call analytics are critical to your entire business
Why Teams call analytics are critical to your entire businessWhy Teams call analytics are critical to your entire business
Why Teams call analytics are critical to your entire business
 
Bajaj Allianz Life Insurance Company - Insurer Innovation Award 2024
Bajaj Allianz Life Insurance Company - Insurer Innovation Award 2024Bajaj Allianz Life Insurance Company - Insurer Innovation Award 2024
Bajaj Allianz Life Insurance Company - Insurer Innovation Award 2024
 
Strategize a Smooth Tenant-to-tenant Migration and Copilot Takeoff
Strategize a Smooth Tenant-to-tenant Migration and Copilot TakeoffStrategize a Smooth Tenant-to-tenant Migration and Copilot Takeoff
Strategize a Smooth Tenant-to-tenant Migration and Copilot Takeoff
 
Data Cloud, More than a CDP by Matt Robison
Data Cloud, More than a CDP by Matt RobisonData Cloud, More than a CDP by Matt Robison
Data Cloud, More than a CDP by Matt Robison
 
MINDCTI Revenue Release Quarter One 2024
MINDCTI Revenue Release Quarter One 2024MINDCTI Revenue Release Quarter One 2024
MINDCTI Revenue Release Quarter One 2024
 
Boost Fertility New Invention Ups Success Rates.pdf
Boost Fertility New Invention Ups Success Rates.pdfBoost Fertility New Invention Ups Success Rates.pdf
Boost Fertility New Invention Ups Success Rates.pdf
 
Exploring the Future Potential of AI-Enabled Smartphone Processors
Exploring the Future Potential of AI-Enabled Smartphone ProcessorsExploring the Future Potential of AI-Enabled Smartphone Processors
Exploring the Future Potential of AI-Enabled Smartphone Processors
 
Manulife - Insurer Innovation Award 2024
Manulife - Insurer Innovation Award 2024Manulife - Insurer Innovation Award 2024
Manulife - Insurer Innovation Award 2024
 

Audience Notes

  • 1.
  • 2. A media text itself has no-meaning until it is decoded by an audience.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.