1.2.2
Audiences 2
Active and Passive Audiences
Active and Passive Audiences
Audiences can be described as being ‘active’ or 'passive'.
'Active' audiences
'Active' audiences
- Audiences can be described as being ‘active’.
- An active audience refers to an audience that is involved in creating meaning of the product and so does not necessarily absorb the dominant messages being promoted by media products.
Uses and Gratifications theory
Uses and Gratifications theory
- Blumler and Katz’s theory of ‘Uses and Gratifications’ applies to active audiences.
- They argue an audience uses the text.
- For example, an audience member reads a magazine for diversion, and can watch a sci-fi film for escapism from real life.
- In this model, audience members have the power.
'Passive' audiences
'Passive' audiences
- Audience members can also be viewed as ‘passive’.
- This is the idea that the audience is heavily influenced by the media and so will not question the messages it is promoting.
- Instead, a passive audience will adopt these views.
Active or passive
Active or passive
- Whether an audience is passive or active will depend on their experience of the media, and also their own views and beliefs.
- For example, an audience member who has little political knowledge is less likely to disagree with what they read in a newspaper as they may not have much prior experience of the subject, and therefore will be a passive audience.
Audience Positioning
Audience Positioning
Audiences can be positioned by media products. This means the product attempts to encourage the audience to respond in a certain way.
Charities
Charities
- In a charity advert, the audience is often positioned to feel empowered and to feel almost guilty.
- By positioning the audience in this way it subconsciously encourages the audience to donate to the cause.
- The way an audience is positioned will depend on the nature of the product.
Reception theory
Reception theory
- Stuart Hall’s reception theory can be applied to audience responses and readings of a product.
- Here, Hall stated that an audience can read the product in one of three ways:
- Dominant reading.
- Negotiated reading.
- Oppositional reading.
A dominant reading
A dominant reading
- A dominant reading is where the audience agrees with and adopts the message encoded in the product.
A negotiated reading
A negotiated reading
- A negotiated reading will be where the audience agrees with elements of the product, however doesn’t fully adopt the messages encoded in the product.
An oppositional reading
An oppositional reading
- An oppositional reading is where the audience completely rejects the message encoded in the media product.
Individual differences
Individual differences
- Readings will differ depending on the audience member as people have different prior knowledge, different experiences of the world and different backgrounds.
1Overview
1.1Media Language
1.3Representation
2Component 1: Section A
2.1Magazines
2.3Advertising & Marketing
2.4Print Advertisements
2.5Film Posters (Marketing)
2.6Newspapers
2.8The Guardian
3Component 1: Section B
3.1Video Games
3.3Radio
3.4No Time To Die
4Component 2: Section A
4.1Television
4.2Sitcom
5Component 2: Section B
5.1Music Video
5.2Michael Jackson
5.3Taylor Swift
Jump to other topics
1Overview
1.1Media Language
1.3Representation
2Component 1: Section A
2.1Magazines
2.3Advertising & Marketing
2.4Print Advertisements
2.5Film Posters (Marketing)
2.6Newspapers
2.8The Guardian
3Component 1: Section B
3.1Video Games
3.3Radio
3.4No Time To Die
4Component 2: Section A
4.1Television
4.2Sitcom
5Component 2: Section B
5.1Music Video
5.2Michael Jackson
5.3Taylor Swift
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