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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.
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.
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 ...
Audience effect; Baader–Meinhof effect; Barnum effect; Bezold effect; Birthday-number effect; Boomerang effect; Bouba/kiki effect; Bystander effect; Cheerleader effect; Cinderella effect; Cocktail party effect; Contrast effect; Coolidge effect; Crespi effect; Cross-race effect; Curse of knowledge; Diderot effect; Dunning–Kruger effect ...
Convergence culture is a theory which recognizes changing relationships and ... Jenkins integrates this active audience participation as a notable element of ...
Sensenig & Brehm [7] applied Brehm's reactance theory [8] to explain the boomerang effect. They argued that when a person thinks that his freedom to support a position on attitude issue is eliminated, the psychological reactance will be aroused and then he consequently moves his attitudinal position in a way so as to restore the lost freedom.
The audience design framework distinguishes between several kinds of audience types based on three criteria from the perspective of the speaker: known (whether an addressee is known to be part of a speech context), ratified (the speaker acknowledges the listener's presence in the speech context), or addressed (the listener is directly spoken to).