This document discusses audience investigation and different theories about how audiences interact with media. It defines audience as the spectators or listeners of public events. It also discusses Stuart Hall's encoding/decoding theory of how audiences can have preferred, negotiated, or oppositional readings. Additionally, it covers Denis McQuail's uses and gratification theory that audiences consume media for surveillance, identity, relationships, or escapism. Finally, it mentions Ien Ang's view that audiences experience media in increasingly diverse and fragmented ways.

1. AUDIENCE INVESTIGATION
Eda Ozdemir

2. AUDIENCE INVESTIGATION
 What is audience?
– The assembled spectators or listeners at a public event, such
as a play, movie, concert, etc.
- The people giving or likely to give attention to something- there
will always be an audience for romantic literature.
 Stuart Hall: Encoding and decoding; preferred/ negotiated/
oppositional readings.
 Denis McQuail: Uses and Gratification theory (audiences
consume media texts for Surveillance; Personal Identity;
Personal Relationships; escapism/ diversion.
 Ien Ang: “Audience hood is becoming an event more
multifaceted, fragmented and diversified repertoire of
practices and experiences.”