This document discusses audience investigation. It defines audience as spectators or listeners at public events, or those likely to give attention to something. It discusses Stuart Hall's encoding/decoding theory of preferred, negotiated, and oppositional readings by audiences. It also discusses Denis McQuail's uses and gratification theory that audiences consume media for surveillance, identity, relationships, or escapism. Finally, it notes Ien Ang's view that audiences are becoming more multifaceted and diverse in their media experiences.

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.”