Search results
Results from the WOW.Com Content Network
Active Audience Theory is particularly associated with mass-media usage and is a branch of Stuart Hall's Encoding and Decoding Model. Stuart Hall. Stuart Hall said that audiences were active and not passive when looking at people who were trying to make sense of media messages. Active is when an audience is engaging, interpreting, and ...
Audience theory offers explanations of how people encounter media, how they use it, and how it affects them. Although the concept of an audience predates modern media, [1] most audience theory is concerned with people’s relationship to various forms of media. There is no single theory of audience, but a range of explanatory frameworks.
It emphasizes the active role of the audience in constructing meaning and challenges the notion of a single, authoritative interpretation. By recognizing the multiplicity of meanings generated through audience reception and considering the influence of individual subjectivities and social contexts, reception theory helps shed light on the ...
Ruggerio noted three assumptions necessary to the idea of active audience: First, media selection is initiated by the individual. Second, expectations regarding the use of media must be a product of individual predispositions, social interactions and environmental factors. And third, the active audience exhibits goal-directed behavior.
Terms such as produsage and prosumption that describe the audience of participatory culture, refer to a shift from passive consumers to a more active audience within a new media environment. [18] These terms recognize the ability of users on web 2.0 to generate their own amateur content which can span from personal social media content to fan ...
Discover the best free online games at AOL.com - Play board, card, casino, puzzle and many more online games while chatting with others in real-time.
Both U&G and MSD theorists view the audience member as active, but the basic conceptions of the audience member differ. U&G theorists focus on psychological and sociodemographic origins of differences in media use. In this perspective, the variability of text interpretation suggests an audience member in charge of the text.
In ways that may be familiar to reformers today, government officials began to rethink incarceration policies toward addicts. Mandatory sentences fell out of favor, and a new federal law, the Narcotic Addict Rehabilitation Act, gave judges the discretion to divert a defendant into treatment.