CMST 3K03 Lecture 7: Active Audiences, Resistant Readers, Polysemic Texts
26 Sep 2018
School
Department
Course
Professor
Document Summary
Meaning of media text is fixed or established in advance. Role of audience in consumption of media is to perceive and appropriate that meaning. Independent of and apart from the work and activity or contributions of the audience in receiving the meaning. Dependent upon the extent of contribution from the audience. Live vs watching at home (i. e. sporting events/concerts) Audiences need to be seen as active rather than passive when accepting/receiving media. Often critical when interpreting a meaning of media texts. Agency of the audience - possibility for audiences to respond. Encoding - media work by producer within media texts. Decoding - media texts received by audiences of varied backgrounds, values, experiences, etc. Preferred meaning - meaning intended by media producers: dominant-hegemonic: buy whatever meaning has been placed into work, oppositional: challenges meanings and interpretations, negotiated: incorporated components of both. Lived experiences - idea that audiences might have actually experienced the realities that are depicted in various media texts.
