intro to audience theory

Explain what audience reception theory is and understand how it can be applied to a media text

Years ago, media theorists believed that an audience could be heavily influenced by the media through ‘injecting’ points of view, opinions, beliefs, etc.

Stuart Hall theorizes that an audience can read any media text in a variety of different ways. They do not just blindly accept media messages , but instead base their interpretations on things like cultural experiences and the contexts in which they consume the text.Messages are encoded in a text and decoded by the audience

Dominant Where the audience decodes the message as the

producer wants them to do and broadly agrees with it. This is usually because what is portrayed is close to the audience’s cultural experiences

Negotiated Where the audience accepts, rejects or refines

elements of the text in light of previously held views

OppositionalWhere the dominant meaning is recognised but

rejected for cultural, political or ideological reasons

Create a poster which is designed to provoke either an oppositional or dominant reading in an audience

Audience research:You will need to conduct audienceresearch to see what your audiencethought.

How can you do this creatively?

Explain what audience reception theory is and understand how it can be applied to a media text

Link to coursework- how will you encode messages into your

production? Why is it important to conduct audience re

Link to coursework- how will you encode messages into your

production? Why is it important to conduct audience re

Plenary

How did your audience respond?

Why?

How did your audience respond?

Why?