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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.
For example, a film may be received as a comedy by some viewers, while others might perceive it as a tragedy, depending on their own experiences and cultural backgrounds. Reception theory further highlights the complex nature of media consumption, as audiences are not passive recipients but active participants in the construction of meaning.
Reader-response theory recognizes the reader as an active agent who imparts "real existence" to the work and completes its meaning through interpretation. Reader-response criticism argues that literature should be viewed as a performing art in which each reader creates their own, possibly unique, text-related performance.
This book would be an invaluable resource for anyone working in media studies or audience theory." [8] Elsewhere in her review, though, Smith expresses confusion about why Jenkins focuses on certain aspects of fan culture or why he maintains such a distance between himself and the fans he writes about. [8]
The audience motivations they were able to identify helped lay the groundwork for their research in 1972 and eventually uses and gratifications theory. [16] McQuail, Blumler and Joseph Brown suggested that the uses of different types of media could be grouped into 4 categories: diversion, personal relationships, personal identity, surveillance ...
A rhetorical situation is an event that consists of an issue, an audience, and a set of constraints. A rhetorical situation arises from a given context or exigence. An article by Lloyd Bitzer introduced the model of the rhetorical situation in 1968, which was later challenged and modified by Richard E. Vatz (1973) and Scott Consigny (1974).
That work, published in the Harvard Business Review, found that women in the workplace face bias regardless of their age, with their superiors often viewing them as too inexperienced if they are ...
Active audience theory is seen as a direct contrast to the Effects traditions, however, Jenny Kitzinger, professor of Communications at Cardiff University, argues against discounting the effect or influence media can have on an audience, acknowledging that an active audience does not mean that media effect or influence is not possible. [5]