Audience Theory

Hello,
Audience Theory;

Uses + Gratification;

• Bulmer + Katz 1974 - Expanded on Lasswell (1948)

• Education - Surveillance, Getting Information
• Diversion - Escapism, Distraction, using it as a tool to get emerged in.
• Personal Relationship - Quoting your favorite line, using media to create your relationship.
• Personal Identity - Aspiring to be another character thinking you can be like that.

Reception Theory;

• 80's and 90's
• Stuart Hall - Encoding and Decoding
• The person who makes the film encodes it with a message and the audience decodes it.

3 readings you can get;

1. Preferred Reading - What they want you to get from the film.
2. Negotiated Reading - What you could also get from the film which you could argue.
3. Op positional reading - The complete opposite reading from what they want you get from the film.

Example Advert:

Mattessons: The Snackarchist

Preferred Reading: That if you eat there snack instead of a normal snack it will be much better and you'll be cooler.
 

Negotiated Reading: That there product could influence bad behavior thinking that they could do whatever they want if they eat there snacks.

 Op positional reading;