other active audience approaches

hall

• suggests active involvement from the audience

• coding and decoding model of communication

• he argued that television news broadcasts are coded and constructed by media professionals in ways that support the power structure in society

• he also argue that the audience are able to decode these messages in a variety of ways that reflect their social background and ideas

halls main ideas

• dominant or hegemonic reading - the audience takes the meaning intended by media professionals : they believe the message

• the negotiated reading - the audience mixes the dominant reading with alternate ideas and the meaning is slightly altered in relation to that intended by media professionals

• oppositional reading- the audience constructs a meaning that is totally different to the dominant reading intended by media professionals - for example, a person watching a tv programme that supports a political party decides to vote against that party 

klapper

• selective filter model - useful in explaining the process that the audience goes through when interacting with the media 

• he argues that the audience aren’t passive receptors of media propaganda 

• selective exposure : audience selects which media they want to engae with and expose themselves to

• selective perception - individuals choose how they will perceive the message being conveyed

• selective retention- the audience will retain content that accords ot their interest and beliefs

youve reached 

• the end