Media Theories: AUDIENCE

Key words:

• Location - the domestic (home) consumption of media output raises questions about regulation and control
• Consumption - audiences are defined by what they consume, e.g an audience of a particular genre
• Size - there is a need to distinguish between mass audiences and niche audiences
• Subjectivity - the impact nthat membership of pre-existing groups will have on audience members, e.g gender, nationality, race, religion

The Passive Audience - Hypodermic Needle Theory;
When the media inject values, ideas and objectives into the audience.

The Active Audience - Reception Theories - Uses and Gratifications;
The audience seeks something from the film and are not passive.  A person may seek:

• entertainment as a form of escape from the pressures of everyday life.  A form of diversion, relaxation and enjoyment
• social interaction/personal relationships
• personal identity
• information and advice

Audience Positioning
Hall's 3 main perspectives:

• Preferred or dominant readings - where the audience interprets the text as the producer intended.  There is little need for the audience to challenge the text.
• Negotiated readings - the audience understands the text but doesn't always agree with every aspect of it.  The audience negotiates with themselves.
• Oppositional or resistant readings - the audience finds themselves in conflict with the text due to their beliefs or experiences.  They do not agree with the text.