Newman Chapter 4: Audience Flashcards
1
Q
dominant (preferred) reading of a text
A
- reding it as the authors or creators might have intended
- adheres to common-sense ideas about how the world works and likely serves to support those in power
- ex: When watching a news report about a violent crime, you might respond with sympathy and concern for the victim and outrage at the perpetrator– the news segment was made to excite that feeling
2
Q
oppositional reading of a text
A
- rejects preferred reading– underlying assumptions/ taken-for-granted ideas about the text
- causes consumer to feel outraged or offended
- ex: you might avoid local TV because of the crime story’s aid in sensationalizing violence, and it giving a false sense that the city is a violent and dangerous place
3
Q
negotiated reading of a text
A
- celebrate a part of a text (preferred reading), but find fault with other aspects (oppositional)
- causes consumer to have mixed feelings
- ex: The show Modern Family has a diverse cast and pushes boundaries in a progressive direction, while still adhering to tired and old-fashioned sitcom conventions (some of the show’s characters and tropes are stereotypes)
4
Q
fans (researching audience)
A
researching fans can tell the researchers likes, dislikes, fan theories, and even encourage apprporiation
5
Q
interviews (researching audience)
A
researchers can talk to audiences about their experiences of media
6
Q
surveys (researching audience)
A
questionaries to assess an audience’s opinion on a text
7
Q
focus groups (researching audience)
A
- garners group opinion
- often requires incentives
8
Q
ethnography (researching audience)
A
researchers conducting ethnography would observe their audience’s behavior, gaining insight into the way media is part of their everyday lives
9
Q
archives (researching audience)
A
- researching audiences of the past can present challenges
- ex: looking at media sent to archives
