How the audience is considered in the process of media production--+

AUDIENCE THEORY

STUART HALL

ON

AUDIENCE POSITIONING

• Stuart Hall said that media producers encode their product with

relevance to their social and cultural backgrounds.

• This code, when decoded can have different receptions from

different types of demographics.

• He suggested that there are 3 different types of responses to

media texts

• These responses are referred to as the 3 main perspectives

THE 3 MAIN PERSPECTIVES

• Preferred or Dominant Readings: When the audience interprets the media texts closely

to the producer’s intentions

• Negotiated Readings: When the audience has an internal negotiation with themselves to

allow them to accept the presentation of the text. This means that they may agree with

some views and not with others.

• Oppositional viewing: When the audience’s values and beliefs conflict with the text.

THE USES AND GRATIFICATIONS MODEL

• This theory suggests that violent images can be more beneficial than harmful to ones

mental health

• This is based on the notion that an audience would act out their violent impulses through

media violence.

• This basically helps the audience supress their violent thoughts and makes it less likely

that they would commit violent acts.