CMST 3K03 Lecture Notes - Lecture 7: Mark David Chapman, William Shatner, Consumerism
9 Oct 2017
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Active audience theory: audiences are active agents who decode and interpret media according to their experiences and values vs. those encoded by media producers. Uses and gratifications theory: audiences choose and appropriate different examples of media to meet their own needs and interests, rather than being dictated in their tastes by media producers. Melissa scardaville the viewer as having the potential to be an active player who decodes, resists, and reinterprets the meanings generated within the fictional universe. Both active audiences and uses and gratifications theory suggest we need to rethink role of audiences in consumption and reception of media: even when appear most passive, event that desires a pace and active. But reconsidering the role of audiences in reception also forces us to reconceive the part they play in production of media. Didn"t wanna just enjoy but wanted to recreate. Went back after film was out and make changes george lucas.
