Audience/Reception Studies

Name: Jitendra SumraRoll No.- 17Sem.: IISub.- Cultural Studies

Introduction: Cultural studies explores the processes through which a culture produces meaning, where the meaning is the effect of communication , representation and negotiated through power relations .

Therefore it is not enough to speak of the discourses that construct meaning, objects and Events. It is not enough to speak of the ways in which advertisements, media, propaganda and other cultural forms represent woman, men and family of the nation.

Content: Cultural studies is interest in the ways in which Audiences receive the message, how they Respond to it. And the effects the message generates.A major component of culture studies in therefore audience studies or reception studies .

Meaning of Audience“Audience includes readers, listeners, viewers,

consumers who consume different kinds of images and representations.

Meaning of ReceptionReception is the use of mediated cultural texts by the

audience. That is, reception is the way in which we react to internalized representation.

This reception is not a passive process. We modify images to suit our requirements and cultural-political beliefs.

When people(audience) uses and indentifies with particular symbols and artefacts, they express their cultural identifies.

When we respond readily to the tricolour or the Gandhi symbol identify ourselves as Indians. It marks us distinguishes as from other cultural identities.

Our use of particular cultural codes, dress, eating habits, life styles identifies us as members of particular cultural groups.

We create cultural meanings through our appropriation and adoption of cultural symbols and icons.

Conclusion:Thus the use of Khadi or the Gandhi cap by the politicians, the use of particular kinds of technological devices set us apart from the others. What we can see is that the audience creates its identities through the consumption and reception of cultural artefacts.