ACTIVE AUDIENCE MODEL BY KYLE SAM BEN WHO

ACTIVE AUDIENCE MODEL!! BY KYLE! SAM! BEN!

WHO!!!!! THEORY WAS DEVELOPED BY STUART HALL AND IS USED TO EXAMINE THE RELATIONSHIP BETWEEN THE MEDIA AND ITS AUDIENCE. HE SAYS THE AUDIENCE PLAY AN ACTIVE ROLE IN INTERPRETING THE MESSAGE THE MEDIA PUT ACROSS, RATHER THAN BE ‘PASSIVE’ OR A NICE SPONGE AND JUST SOAK THE INFORMATION AND FOLLOW IT EXACTLY. HE FEELS THAT THE AUDIENCE ARE ABLE TO CONVEY THE MESSAGE OR EVEN CHANGE IT USING THEIR OWN CIRCUMSTANCES OR SOCIAL CONTEXTS!!!!!!

WHAT IS IT!!!!! • IT IS A THEORY! THEORY EXPLAINS THAT MEDIA AUDIENCES DO NOT RECEIVE INFORMATION, FROM THE MEDIUM, PASSIVELY BUT ARE ACTIVELY INVOLVED, OFTEN UNCONCIOUSLY, IN MAKING SENSE OF THE MEDIA WITHIN THEIR PERSONAL OR SOCIAL CONTEXTS!!!!! WORKING OUT A MEDIA MESSAGE MAY BE INFLUENCED BY SUCH THINGS AS FAMILY BACKGROUNDS, BELIEFS AND INTERESTS!!!!!

WHY!!!!! • USED TO EXAMINE THE RELATIONSHIP BETWEEN A MEDIA TEXT AND IT’S AUDIENCES!!!!

HOW? ? ? !!!!! • AS THEORY GIVES CHARACTER TO EACH PERSON, IN THE SENSE THAT THEY CAN INTERPRET THE INFORMATION GIVEN THEIR OWN CIRCUMSTANCES, IT MAY BE USED AS A DIVIDING TOOL BY THE MAGAZINE TO UNDERSTAND CERTAIN GROUPS, AND POSSIBLY ADD FEATURES TARGETTED AT DIFFERENT GROUPS, SO TO SPEAK, FOR A BETTER RECEPTION AND HAPPIER CUSTOMERS. . !!!!!!

THREE TYPES OF DECODING BY AUDIENCE

DOMINANT • WHERE THE AUDIENCE DECODES THE MASSAGE AS THE PRODUCERS OF THE MEDIA WANT THEM TO AND THEY AGREE WITH THE MESSAGE • EG, WATCHING A POLITICAL SPEECH AND AGREEING WITH THEIR TERMS

NEGOTIATED • WHERE THE AUDIENCE ACCEPTS, REJECTS OR REFINES ELEMENTS OF THE TEXT IN THE LIGHT HELD OF PREVIOUSLY HELD VIEWS • EG, NEITHER AGREEING OR DISSAGREEING OR FEELING DISINTERESTED IN A POLTICALSPEECH

OPPOSITIONAL • WHERE THE MEANING IS RECOGNISED BUT REJECTED BY THE AUDIENCE FOR CULTURAL, POLITICAL OR IDEOLOGICAL REASONS • EG, TOTAL REJECTION OF A POLITICAL SPEECH AND ACTIVELY OPPOSING