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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.
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).
Verbal Behavior is a 1957 book by psychologist B. F. Skinner, in which he describes what he calls verbal behavior, or what was traditionally called linguistics. [1] [2] Skinner's work describes the controlling elements of verbal behavior with terminology invented for the analysis - echoics, mands, tacts, autoclitics and others - as well as carefully defined uses of ordinary terms such as audience.
Moreover, reception theory suggests that texts are not necessarily absorbed in their entirety, but rather selectively received and interpreted based on the audience's interests and preferences. This selective reception reinforces the idea that audiences actively engage with media texts and shape their meanings based on their own needs and desires.
Most investigators accept the definition of language intensity proposed by John Waite Bowers: [1] a quality of language that "indicates the degree to which toward a concept deviates from neutrality." Intensity as a lexical variable in communication studies has generated extensive empirical research.
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]
In social psychology, the Yale attitude change approach (also known as the Yale attitude change model) is the study of the conditions under which people are most likely to change their attitudes in response to persuasive messages.
Psycholinguistics or psychology of language is the study of the interrelation between linguistic factors and psychological aspects. [1] The discipline is mainly concerned with the mechanisms by which language is processed and represented in the mind and brain; that is, the psychological and neurobiological factors that enable humans to acquire, use, comprehend, and produce language.