Active Audience Theory
Post-modernism and pluralism
This is the idea that the audience have an active role to
play in the understanding and creation of a media text.
The pluralist idea is the opposite to the idea of hegemony.
A pluralist model argues that there is diversity in society
and everyone is different, and therefore there is also
choice; the audience can choose what they want to
believe and what not to believe. The text doesn’t tell us
what to think and believe.
I’d like the audience of my A2 film to be active in their
opinion on my film’s ideology, and not be hyperdermic;
subject to an ideology embedded in their minds. My film is
one that will have a number of opinions, like audiences of
most post-modern texts.
Post-modernism directly relates to the pluralist model in
that it stands by it’s meaning and theory. The audience of
post-modern texts, as well as this being a post-modern
idea in itself, are not deceptible to one hyperdermic
meaning, and the audience can take different polysemic
meanings from the same texts, especially post-modern
Post-modern texts lend themselves to being polysemic in
it’s ideology and lend themselves to have a pluralist
model. The negative mood of my post-modern A2 text is
one that lends itself to have an audience that follows the
The texts may not even have a preferred reading, let
alone a hyperdermic ideology.
OCR Media Studies for A2 Third Edition by Julian McDougall