The active audience theory argues that media audeinces do not just receive information pssvely. They are effectivley involved an often unconsciously in making sense of the message within their personal and social contexts. Decoding of a message in media may be influenced by things such as family background, beleifs, values , culture, intrestes, education and experiences.
There is not one 'reading' of a text but a multiplicity of reding. The producer or encoder of the text does not control the decoding of the text.
Readings
prefferred reading/dominant reading.
The 'intended' reading of the text.
Opporitional reading
You dislike/diagree with the preferred reading
Negotiated Reading
You dislike and like different aspects
Aberrant reading
You dont understand/misinterpret
Other theories and models are compatible with active audience theory, including the Encoding/Decoding model and the uses and gratifications theory, which states that audience are actively involved in determing what media they engage with how, in order to gratify specific needs or desires.
No comments:
Post a Comment