Audience theory Flashcards
Reception Theory-
Stuart haul (only one really needed to know for exam)
PASSIVE audience
Passive audiences receive information and accept it without questioning
ACTIVE audience
Active audiences think and question the messages and ideologies they receive from the media.
Effects Model
Audiences are passive and powerless to prevent the influence
The Hypodermic Model
Here, the messages in media texts are injected into the audience by the powerful, syringe-like, media
The audience is powerless to resist
Stuart haul reception theory
When a producer constructs a text, it is encoded with a meaning or message that the producer wishes to convey to the audience.
audiences can sometimes decode the message or meaning and understand what the producer was trying to say
Dominant or preferred
audience decodes the message as what the producer wants them to, intented
Oppositional
Where the dominant meaning is recognised but rejected for cultural, political or ideological reasons
Negotiated
Where the audience accepts, rejects or refines elements of the text in light of previously held views
