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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.
By categorizing the audience's motives for viewing a certain program, they aimed to understand any potential mass-media effects by classifying viewers according to their needs. [7] The audience motivations they were able to identify helped lay the groundwork for their research in 1972 and eventually uses and gratifications theory. [16]
James G. Webster (born 1951) is a professor and audience researcher at Northwestern University. [1] Webster's publications have documented patterns of audience behavior, sometimes challenging widely held misconceptions. He has also made foundational contributions to audience theory and the methods of audience analysis.
Audience-centric approaches to studying fragmentation lend themselves to social network metrics and have been conceptualized as "audience networks." [20] [21] Audience-centric studies have demonstrated that popular outlets enjoy high levels of duplication with many smaller outlets, and that the audience for small outlets are not composed of ...
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.
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).
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 ]
With this understanding, Aristotle argues for the rhetor to understand the entire situation of goals and audiences to decide which specific emotion the speaker would exhibit or call upon in order to persuade the audience. Aristotle's theory of pathos has three main foci: the frame of mind the audience is in, the variation of emotion between ...