Media Audience Theories
- Created by: Alice Dainty
- Created on: 16-05-13 13:25
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- Audience Theories
- Uses & Gratifications - Blumler
- Audiences have expectations that they expect to be satisfied
- Surveillance: Telling us about the world - Personal Identity: How we see ourselves and our place in society - Personal Relationships: Develops relationships with media characters - Diversion: Provides escapism
- Audiences have expectations that they expect to be satisfied
- Encoding & Decoding - Stuart Hall
- Audiences will respond to texts in different ways
- Dominant: The reader accepts the preferred reading - Negotiated: Understands the text, generally accepts the preferred reading but modifies it according to their position in society - Oppositional: Understands the text but rejects the preferred reading
- Audiences will respond to texts in different ways
- Social Context - David Morley
- The meaning of the text will be constructed differently depending on the audience's place in society
- Uses & Gratifications - Blumler
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