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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 imaginary audience refers to a psychological state where an individual imagines and believes that multitudes of people are listening to or watching them. It is one of the mental constructs in David Elkind 's idea of adolescent egocentrism (along with the personal fable ).
Since the early days of cultural studies-oriented interest in processes of audience meaning-making, the scholarly discussion about "readings" has leaned on two sets of polar opposites that have been invoked to explain the differences between the meaning supposedly encoded into and now residing in the media text and the meanings actualized by audiences from that text.
The theory of the least objectionable program (LOP) is a mediological theory explaining television audience behavior. [1] It was developed in the 1960s by then executive of audience measurement at NBC, Paul L. Klein, [2] [3] who was greatly influenced by the media theorist Marshall McLuhan's Understanding Media.
In media studies, mass communication, media psychology, communication theory, and sociology, media influence and media effects are topics relating to mass media and media culture's effects on individual or an audience's thoughts, attitudes, and behavior. Whether it is written, televised, or spoken, mass media reaches a large audience.
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 ...
Cultivation theory was founded by George Gerbner.It was developed to seek out the influence that television media may have on the viewers. Most of the formative research underlying cultivation theory was conducted by Gerbner along with his University of Pennsylvania colleague Larry Gross and their students-turned-colleagues Michael Morgan and Nancy Signorielli. [4]
Disposition Theory takes the position that entertainment users are just an audience, they are not active. By employing this perspective, the audience does not experience real emotion towards the events in the narrative, but rather experience suspense instead. Traditional Disposition Theory is most often applied in the context of humor, but is ...