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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 criticism is a school of literary theory that focuses on the reader (or "audience") and their experience of a literary work, in contrast to other schools and theories that focus attention primarily on the author, content, or form of the work.
Reception theory is a version of reader response literary theory that emphasizes each particular reader's reception or interpretation in making meaning from a literary text. Reception theory is generally referred to as audience reception in the analysis of communications models.
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]
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 ...
Either way, a literature review provides the researcher/author and the audiences with general information of an existing knowledge of a particular topic. A good literature review has a proper research question, a proper theoretical framework, and/or a chosen research methodology. It serves to situate the current study within the body of the ...
In Wander's example involving Heidegger and art in society, the primary audience are those within a society where questions elicit official answers, the secondary audience are ideologues and censors already accounted for, and the tertiary audience (i.e., third persona) "may or may not have been part of the speaker's awareness, existing in the ...