Audience Appeal (3)

Audience Appeal (3)

1. Audience Response Theory

   • Active audience
     • They engage, interpret and respond to the media text.
     • May also challenge the connotations of the media text
   • Passive audience
     • More likely to accept the denotations of a media text
       • Rather than challenge the ideas of the media text
     • They are directly affected by the messages of the media text
   • Preferred reading
     • When the audience responds in the expected way
       • For example, voting on talent shows like 'Strictly Come Dancing'
   • Negotiated reading
     • When certain elements are accepted and rejected by the audience
       • For example, posting complaints on social media
   • Oppositional reading
     • When the preferred reading is understood but ignored

2. User and Gratification Theory

   • This theory suggests there are reasons why audiences respond the way they do
   • Entertainment and Diversion
     • Reading the media text to escape reality
   • Information and Education
     • Reading the media text to gain information and learn
   • Social Interaction
     • Shocking events may cause outbursts on social media
   • Personal Identity
     • Being able to relate or empathize to the media text