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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.
The Nationwide Project was an influential media audience research project conducted by the Centre for Contemporary Cultural Studies at the University of Birmingham, England, in the late 1970s and early 1980s. Its principal researchers were David Morley and Charlotte Brunsdon.
Audience reception theory can be traced back to work done by British Sociologist Stuart Hall and his communication model first revealed in an essay titled "Encoding/Decoding." [ 2 ] Hall proposed a new model of mass communication which highlighted the importance of active interpretation within relevant codes. [ 3 ]
The main focus was how audience members make meanings and understand reality through their use of cultural symbols in both print and visual media. [6] Theorists such as Dick Hebdige, David Morley, and Janice Radway have been heavily influenced by Hall, and applied his theory to help develop their own:
"To that audience, it meant a lot," Larry said. Every summer, WANN Radio brought its sound to life at Carr's Beach. The beach, owned by the Carr family, was a hotspot for live music and a place ...
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.
The asymmetry between broadcaster and audience that was dictated by the structure of pre-digital technologies dictated has changed radically. This is a technical-structural characteristic. Participatory media are social media whose value and power derives from the active participation of many people. This is a psychological and social ...