Active audience theory

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 Active audience theory to a Active audience theory passive audience. Routledge, Popular Essays.

Diversion — the need for escape, entertainment and relaxation. First, individuals who are opinion leaders, receive messages from the media and pass on their own interpretations, in addition to the actual media content. By keeping up to date with news about local and international events, we feel we have the knowledge to avoid or deal with dangers.

It is what we do and what we spend our money on that gives an audience its value, and to some extent its power.

Audience theory

Active audience theory is influenced by the communicative theories of encoding and decoding, along with hermeneutics, both of which add further depth to the exploration of how people determine meaning from television.

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.

New technologies, in turn, influence audiences and institutions. This appeared to be the case in Nazi Germany in the s, leading up to the second World War.

The work of Cooper and Tang is particularly useful when exploring this aspect of the paradigm. As Morley explains, the polysemic nature of media content is one of the key assumptions of the active audience paradigmp. Some cars are sold on their safety features — what does this tell us about the audience people who buy a car for these reasons?

It was thought that this did not require the active use of the brain.

active audience theory

They are prosumers producers and consumers. Blumler and Katz in Blumler and Katz identified four main uses: The exploration of how people interpret what they see on television is aided by two key communicative theories; the encoding-decoding model and hermeneutics.

Centre for Contemporary Cultural Studies From the s, researchers from the CCCS produced empirical research about the relationship between texts and audiences. This book suggested that advertisers were able to manipulate audiences and persuade them to buy things they may not want to buy.

Maslow studied well-respected people such as Albert Einstein, and American presidents, and he studied one percent of the healthiest college student population. Things that influence audiences include new technologies.

Active audience theory

Cultivation Theory This theory also treats the audience as passive. It is derived from "prosumption", a dot-com era business term meaning "production by consumers".

The users and gratifications model suggests that media audiences are active and make active decisions about what they consume in relation to their social and cultural setting and their needs.

What do you think of this theory? The audience then mediate the information received directly from the media, with the ideas and thoughts expressed by the opinion leaders.

The active audience theory is itself influenced by other communicative theories. This suggested advertisers had power over audiences. The active audience paradigm is a communicative theory that has many facets.

Active Audience Theory

This led to the idea of active audiences. We have to achieve certain needs before going on to the next layer. Soap opera and melodramatic interpretation. For example, take the second from bottom layer — safety needs.

This is where we choose television programmes or newspapers that have similar beliefs to those we hold. One aspect of this type of gratification is known as value reinforcement. Do you have any examples to share?The active audience It is something of a cliché in social science research to imagine a Martian arriving on Earth and being bewildered by what it sees.

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 argues that media audiences do not just receive information passively but are actively involved, often unconsciously, in making sense of the message within their personal and social contexts.

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 media.5/5(3). 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 active audience theory argues that media audiences do not just receive information passively but actively involved. It is often happened when they are making sense of the message within their personal and social contexts.

Active audience theory
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