Task 5 audience response

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Task 5 audience response

  1. 1. Audience Response Preferred reading- this is when an audience member views a media publication and both understands and agrees with the encoded message fully. Examples of this include a newspaper article stating that the tough action taken against protesters by police is too harsh being accepted and agreed with by the reader. Another example could be the viewer of an advert that tells them to go to the shops and buy a bottle of lemonade because it is “the best in the world” believing this statement unconditionally and going to the shops to buy it. Negotiated reading- this is when an audience member views a media publication and understands the encoded message, partly agreeing with it but their own experiences and views have an influence on their opinion. Examples of this include a newspaper article stating that the tough action taken against protesters by police is too harsh being accepted partly by the reader but not before they have applied their own thoughts and opinions to modify it slightly to suit them. Another example could be the viewer of an advert that tells them to go to the shops and buy a bottle of lemonade because it is “the best in the world” would draw on past experiences to decide whether they will go and buy the lemonade or not. Oppositional- this is when an audience member views a media publication and understands the encoded message but does not agree with it, instead having an opposing opinion. Examples of this include a newspaper article stating that the tough action taken against protesters by police is too harsh being dismissed by the reader who would instead believe that the police force used was necessary and will have an opposite view to the media producer. Another example could be the viewer of an advert that tells them to go to the shops and buy a bottle of lemonade because it is “the best in the world” would instantly disagree that the lemonade is the best and not go to buy it. Participatory- this is when the audience is very active and respond to the media they are exposed to through blogs, comment boards, social media sites and any other public discussion formats. Examples of this include if a reader who has been exposed to a newspaper article stating that the tough action taken against protesters by police is too harsh will start a blog or find a relevant comments board to voice their opinions on the matter. Another example could be the viewer of an advert that tells them to go to the shops and buy a bottle of lemonade because it is “the best in the world” would
  2. 2. start a blog or find a relevant comments board to voice their opinions on the whether the lemonade is the best, rather than just being told it is by the media producers. Cultural Competence- is the different responses a group of different people may have to the same content because of their cultural background. Examples of this include if a reader who has been exposed to a newspaper article stating that the tough action taken against protesters by police is too harsh is from an area where protests happen very often and is the only real way the public can voice their political opinions, they may be very much on the side of the protesters, therefore agreeing with the media producers message. Fan Culture- this is when the audience are very active and plays a role in media creation based on an already existing product. Fans will write new stories or varied versions to their favourite existing publications.

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