Audiences and Editing By Guy, Mica, Sam & Shanel
Active Audience <ul><li>The theory allows the audience to interpret messages in their individuals way. They inject their own meanings into media messages, that they receive from the screen. An active audience is able to engage with what is happening onscreen. This is interpreted by the use of montage editing. </li></ul>
Passive Audien ce The audience is perceived as a sponge absorbing everything contained within media texts without selection or rejection. This is interpreted through continuity editing. The hypodermic needle model view the audience as passive receivers of media output.
Montage Editing <ul><li>Montage editing consists of a series of short shots that are edited into a sequence to condense narrative. It is usually used to advance the story as a whole often to suggest the passage of time, rather than to create symbolic meaning. In many cases, a song plays in the background to enhance the mood or reinforce the message being conveyed. </li></ul>Example of montage editing
Kuleshov Effect <ul><li>Kuleshov showed that through good editing that it was possible to create alternative readings of the same facial expression. He used shots of a person's face which were cut between various other shots, giving the impression that he was emoting to all of these events but in actuality the shots of his face were identical each time. </li></ul>Lev Kuleshov
Audience Theories <ul><li>The hypodermic needle model: that contends viewers are passive, and directly affected by what they view; people accept the message they see without considering its merits. </li></ul><ul><li>Two-step flow: a message is passed on to an opinion leader who then passes it onto a wider audience. The two step flow is a semi-active model of audience because it implies some action from the audience. </li></ul><ul><li>Uses and Gratifications: individuals may choose to use a text or other media forms such as films or internet for purposes such as reinforce personal identities, need of companionship and interaction with others, the need to be informed and the need for entertainment. </li></ul>