Media Audience Theories

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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
    • 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
    • Social Context - David Morley
      • The meaning of the text will be constructed differently depending on the audience's place in society


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