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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.
Uses and gratifications theory was developed from a number of prior communication theories and research conducted by fellow theorists. The theory has a heuristic value because it gives communication scholars a "perspective through which a number of ideas and theories about media choice, consumption, and even impact can be viewed". [11] [12] [13 ...
An audience in Tel Aviv, Israel, waiting to see the Batsheva Dance Company Audiences at the 2013 World Championships in Athletics in Moscow, Russia. An audience is a group of people who participate in a show or encounter a work of art, literature (in which they are called "readers"), theatre, music (in which they are called "listeners"), video games (in which they are called "players"), or ...
In its most radical varieties, postdramatic theatre knows no "plot" at all, but concentrates fully on the interaction between performer and audience. Another way of using the notion is to describe plays with little or no drama, for instance the plays of Jon Fosse and With the People from the Bridge by Dimitris Lyacos. [6]
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 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).
A stop sign is an example of semiotics in everyday life. Drivers understand that the sign means they must stop. Stop signs exist in a larger context of road signs, all with different meanings, designed for traffic safety. A traffic light is another example of everyday semiotics that people use on a daily basis, especially on the road.