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Essay / Research Paper Abstract
After defining what is meant by active audience theory the paper then considers its’ the strengths and weaknesses. Examples are cited within the paper which includes the work of theorists such as Lasswell, Blulmer and Katz, Blauer, and more recently Miller and Philo. The bibliography cites 6 sources.
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8 pages (~225 words per page)
File: TS14_TEactaud.rtf
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perspective that appears to see the audience as cultural dopes who will accept what the media tells them (Philo, 2001; 26). This is an approach which has been losing ground,
with the active audience theories gaining more attention. The active audience theory, at its simplest indicates that audiences are not only passive recipients, but will interpret a message differently, either
after receiving the message that was transmitted, and then applying their own meaning, or by receiving a different message in accordance with a number of values and personal criteria (Philo,
2001; 26). With this model the text (message) that is transmitted will not have a single meaning. This paradigm does not indicate that the audience doe not understand
the text, but that they may have a different response to it, actively choosing to either accept the message, or to reject it and interpret it differently, this may involve
a logical consideration (Philo, 2001; 26). Research during the 1960s tends support this position, where audiences were seen to make conscious choices regarding the texts indicating that at the very
least they were not passive receptors (Philo and Miller, 2000; 34). The development of the idea of the audience as active can be seen in the work of
Lasswell (1948), suggesting that there were different factors involved in the way media was interpreted by society (Tulloch and Turner, 1990; 55). The different function were classified as surveillance,
correlation, entertainment, and cultural transmission. It was this study which Blulmer and Katz subsequently built upon. This took active audience theory a stage further, looking at how the interpretation may
vary dependant on why the text was being consumed, with the uses and gratifications that may be gained from the text. The first of these was text used
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