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ZOE ANDERSON
Audience
Audience Theory
The three theories that can be applied to better
understand the relationship that co-exists between
texts and audience are :
.Effects model or Hypodermic Needle Theory
.Uses and Gratifications Model
.Reception Theory
Evidence to support
the Effects Model/Hypodermic Needle Theory
The Frankfurt School theorised in the 1920s and
1930s that to benefit corporate capitalism and
governments the media was used as a tool to restrict
and control audiences.
The Bobo Doll experiment along with other recent
scientific experiments are all pieces of research that
prove or indefinitely show a strong correlation
between violent behaviour and violent media content
Reception Theory
Stuart Hall in the 1970s also approached audience as active
and instead considered how texts were encoded with meaning
by the producers and then decoded by the audiences.
There are three types of audience readings or decoding of text:
.Dominant or preferred
.Negotiated
.Oppositional
Reception Theory
So to be more specific; a producer constructs a text and
encodes a meaning or message that the producer wishes
to convey to the audience.
In some cases audiences will correctly decode the
message and understand what the producer is trying to
say.
In some instance the audience will either reject, fail to
correctly understand the message or come away with a
different understanding.