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Essay / Research Paper Abstract
This 3 page paper looks at three themes related to audience studies; Firstly the audience, purpose and rationale. Secondly the key differences in audience between trade and scientific approaches and lastly the visual and stylistic elements which position audience. The bibliography cites 3 sources.
Page Count:
3 pages (~225 words per page)
File: TS14_TEaudien.rtf
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Unformatted sample text from the term paper:
and may be located in the same of different location. As an audience there is the attendance to the media, but they do not interact with each other. Therefore the
role of an audience is to receive the communication. The way this is received will depend on the theories considered. Traditionally the interpretation of the audience has been
that of a receiver, receiving the message that has been encoded by the sender with a perspective that appears to see the audience as cultural dopes who will accept what
the media tells them (Philo, 2001; 26). The hypodermic approach is one that is not popular today and is loosing ground to the more active audience theories. The active audience
theory, at its simplest indicates that audiences are not only passive recipients, but will interpret a message differently, either after receiving the message that was transmitted, and then applying their
own meaning, or by receiving a different message in accordance with a number of values and personal criteria (Philo, 2001; 26). With this model the text (message) that
is transmitted will not have a single meaning. This paradigm does not indicate that the audience doe not understand the text, but that they may have a different response to
it, actively choosing to either accept the message, or to reject it and interpret it differently, this may involve a logical consideration (Philo, 2001; 26). The rationale is that the
audience will receive the communication, there may be noise or interference, but the message then reaches the audience and they have to decode it, which may be taken at face
value according to the simpler earlier theories and may be subject to the individual context of the viewer according to the later models. Question 2 The way audiences are
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