audience theory Flashcards
1
Q
ien ang
A
active audiences- audiences are not passive consumers- they actively interpret media based on personal context
2
Q
denis mcquail
A
uses and gratifications- media engages in media to fufill specific needs (information, personal identity, social interaction and entertainment)
3
Q
stuart hall
A
encoding and decoding- media producers encode messages into texts- audiences decode these in different ways
