• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Active audiences have a mind of their own and they inject their own meanings into media messages that they receive via different mediums.

Extracts from this document...

Introduction

Active audiences have a mind of their own and they inject their own meanings into media messages that they receive via different mediums. As an active audience, they have the freedom of choice in their selection of media and its content. They may also have different responses to the media. Over time research studies have shifted in focus to study audiences as having an active nature rather then a passive one. Different arguments have thus been brought up to support the idea that audiences are active. This essay will aim to study the arguments for the active audience. An active audience is one who interprets media messages by constructing their own meanings to it. They question the media messages that they receive, agreeing only with what they believe in while they criticise and rejecting others based upon their past experiences or knowledge that they have. Active audiences do not allow themselves to be manipulated by the media and media itself also does not have any direct influence on audiences because they interpret media messages differently and have different responses to it. According to Viola (2002), audiences who actively interpret a programme will bring to a text different subjectivity and readings due to different social backgrounds as well as knowledge resources of the programme and life. ...read more.

Middle

Programming policies are also formulated with specific viewing publics and market segments in mind. Bearing in mind that audiences schedule their interaction with media according to their needs, media institutions plan the release of their media content accordingly. An interviewee by Moores (2000:85) recalls how radio schedules intertwined with housework, child-rearing, with man's work and leisure tune, with youngsters' school and bedtimes, and with the whole family's mealtime and early relaxation. Television broadcasters may show programmes on cooking, health or exercising in the afternoon which suites the interest of housewives and the elderly while in the night they may show comedies or programmes with more adult themes to suite the working crowd. The fact that media institutions plan their broadcasting schedules according to the needs of consumers shows that audiences are active as they select their media content according to what they want. McQuail (1997:7-8) argues that many media operate in local environments and are embedded in local cultures because most people make their media choice freely, they do not typically feel manipulated by remote powers. The social interaction that develops around media use helps people to incorporate it into everyday life as a friendly rather then alienating presence. ...read more.

Conclusion

(Greengerg, 1964; Rosengren 1973; cited in McQuail 1997:8) This argument brings to light that media has no direct influence on audiences. Audiences are active by bringing in other views that help guide the way they look and interpret media text. As mentioned before audiences when reading media text will bring in their cultural believes, their own life experiences and opinions of other people. Audiences are thus not 'cultural dopes' who believe in everything that they are told by the media therefore the media however influential it might be will not be the whole and sole factor that shapes an individual. In conclusion, we can see from the various arguments that audiences are far from passive but are in fact active. Activeness in audiences can be seen from by the fact that firstly, audiences are able to decide how they want to interpret media content, which parts of the media content they believe in which parts they don't and they bring in new meanings into media messages either based upon their own experiences or though discussions that they have with others. Secondly, they make their own choices by deciding on the medium and the type of media content that they want to receive. Lastly, they make different responses to the media. Audiences can thus be suggested as being active. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our University Degree Television & Radio Studies section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related University Degree Television & Radio Studies essays

  1. This essay will discuss the representation of crime in the media in relation to ...

    The Guardian itself analysed the content of the national press coverage of the two stories over a two week period. This produced a result of 6,061 words for Mr Rhys Price and 1,385 words for Mr Matharu. Further the guardian stated, 'if only tabloid newspapers are analysed, the difference becomes clearer.

  2. How Does The Media Represent Rap/Hip-Hop?

    'Language forms a useful method of examining ideology. Sometimes 'The Sun's' point of view is manifested very blatantly' (Clark 1992, p. 208). For example take the headline of this article, 'After 12 Hours of Gangsta Rap I Could Have Knifed Someone'.

  1. Why is it important to study the media, rather then simply consume it?

    Mass media should be replaced by participatory media organized as networks, such as telephone and computer networks," (Martin, 1998:7). Media is massive because it is always young and thriving everyday. A very sensible example, personal computer comes to home users in 80's century; however it is not affordable for every family.

  2. The Sexual Exploitation of Women in the Music Industry - study of the portrayal ...

    A woman pursed her lips together or blew a kiss in 35% of the videos. In 0% of the videos was there any type of liquid poured on a woman. 10% of the videos had none of the observations. 90% of the videos had at least one observation.

  1. My essay is based on how Blacks and Arabs are represented in the media, ...

    Staging ?difference? became a strategic move to sustain a power ? knowledge relationship between the west and its ?other?. ?Symbolic representation marks ?difference? leads us, symbolically to close ranks, chore up culture and to stigmatize and expel anything which is defined as impure, strangely attractive precisely because, it is forbidden, taboo, threatening to cultural order? (Hall, 1997, p.237).

  2. REALITY SHOWS AS A REFLECTION OF A CONTEMPORARY SOCIETY

    These shows might motivate some viewers to make some positive changes in their lives but in general it glories the narcissistic view of body image. However, all of these shows have one function, to entertain. Entertainment programs occupy a bigger part of our daily life, while reducing the attention that we give to news programs or documentaries.

  1. The Portrayal of Women in The Walking Dead TV Show.

    Almost all of the main females aren?t capable of handling stress; Lori is portrayed to be very difficult to get along and too headstrong, Carol is too emotionally damaged following Sophia?s situation, Andrea is not knowledgeable enough and emotionally stable, and Maggie is not mature enough.

  2. Images of Crime, Criminals and Justice in American Media

    Popular images of crime in America have often focused, as in the case of such films as The Godfather Trilogy and Wise Guys on the mafia or "organized crime." According to journalist Peter Reuter (1), "The American Mafia emerged during Prohibition as the wealthier and more violent successor to local city gangs involved in prostitution and gambling.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work