Active audience theory

This theory suggests that, as an audience, we are manipulated by the creators of media texts, and that our behaviour and thinking might be easily changed by media-makers. When I read an article stating 'no one should consume more than one rasher of bacon a day or it will send them to an early grave' I questioned this response and didn't believe the article fully and knew there would be exaggeration.

What do you think of this theory? For example the 3 mobile advert of the dancing horse is a feel good advert which makes me laugh. I do not receive any influence to buy a product when the advert is targeted to an audience that I do not fall into: I may not question what I am being told and believe what I am being told.

This can be linked to the idea that consuming particular media texts fulfils self-esteem, as does buying certain products. I was powerless to resist. Now construct an audience for a particular product of your choice e. This is exactly the reason behind the efforts of various communities in order to improve digital capabilities of Indonesian society.

This theory appeared to reduce the power of the media, and some researchers concluded that social factors were also important in the way in which audiences interpret texts.

Many people have been exposed to screen murder and violence, but there is no evidence at all that this has led audiences to be less shocked by real killings and violence. Young and Rubicam are an advertising agency which decided that they could target audiences through their beliefs rather than the more traditional ways of segmenting an audience.

The Bobo doll experiment with kids, watching them assaulting a doll reenacting what they had just seen adults do on a TV. This is where we choose television programmes or newspapers that have similar beliefs to those we hold.

Holly Fairbrother DES I consider myself as passive when it comes to advertising. This is the active audience model, and is now generally considered to be a better and more realistic way to talk about audiences.

Shrum has shown that people who watch television frequently are more likely to answer questions faster as well. By keeping up to date with news about local and international events, we feel we have the knowledge to avoid or deal with dangers.

The information does not flow directly from the text into the minds of its audience, but is filtered through the opinion leaders, who then pass it on to a more passive audience. This is also true of judgements we make about TV and film characters, and celebrities.

Audience theory

Why do media consumers usually think about their media use in relation to themselves? This is also true of judgements we make about TV and film characters, and celebrities. An advertisement for car insurance or life insurance offers a general level of safety needs. The different lenses also allow critics to focus on particular aspects of a work they consider important.

The Dominant or Preferred Reading. The audience partly shares the code of the text and broadly accepts the preferred meaning but can change the meaning in some way according to their own experiences.

Surveillance or Information - Media texts can inform us about the world or the parts of it we are interested in. This book suggested that advertisers were able to manipulate audiences and persuade them to buy things they may not want to buy.

The Effects model is not a grounded theory.

Active audience theory

This suggested advertisers had power over audiences. We can access music and film wherever we are with an Internet connection. Maslow studied well-respected people such as Albert Einstein, and American presidents, and he studied one percent of the healthiest college student population.

It is what we do and what we spend our money Active audience theory that gives an audience its value, and to some extent its power. Also, this theory treats the audience as passive, which is an outdated concept. Chief executive, senior civil servant, surgeon.

Blumler and Katz in Blumler and Katz identified four main uses: We behave differently because we are different people from different backgrounds with many different attitudes, values, experiences and ideas.

The theory refined the ability to predict the influence of media messages on audience behavior, and it helped explain why certain media campaigns may have failed to alter audience attitudes an behavior. This book suggested that advertisers were able to manipulate audiences and persuade them to buy things they may not want to buy.

First, individuals who are opinion leaders, receive messages from the media and pass on their own interpretations, in addition to the actual media content.

These messages complement one another and are organic and coherent in nature. Hall suggests that an audience has a significant role in the process of reading a text, and this can be discussed in three different ways:1: The active audience and the politics of encounter with philosophy and post-modern theory has left much cultural / communications studies and indeed many other areas of social science, struggling with the notion of small groups or individuals "actively" constructing their own interpretations and the meaning of their world.

Reception analysis is an active audience theory that looks at how audiences interact with a media text taking into account their ‘situated culture’ – this is their daily life.

This theory was put forward by Professor Stuart Hall in ‘The Television Discourse - Encoding/Decoding’ inwith later research by David Morley and.

Active audience theory

CONCEPT OF ACTIVE AUDIENCE. Definition of the Concept Lot of theory that has been discussed earlier in this class focuses on passive audience that suggests that people are easily influenced by. The theory is manipulated by advertising by making a product seem to fulfil one of these needs when it is advertised therefore making the audience desire it in order to satisfy that need.

Effects Models Passive Audience Theories Hypodermic Needle Model. Active Audience Theories. Active audience theory has been of particular interest to those in the field of political communications. What exactly determines audiences’ political opinions?

Milton Lodge. The Communication Transaction Sara Henneberger Shifen Xu Curtis Franklin An introduction to the Active Audience theory Background information on Active Audience The philosophical foundation of Active Audience Topics for further research Criticism of Active Audience Applications of Active Audience theory Questions and answers Different audiences can understand a media message but .

Active audience theory
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