What Audience theorists can you
developed the reception theory, which is a version of reader response literarytheory that emphasises the readers reception of a literary text. Stuart developed the receptiontheory for media and communication studied from the literary. It focuses on the scope for
“negotiation” and “opposition” on the part of the audience. This means that a media text is not
simply passively accepted by the audience, but that the reader/viewer interprets themeanings of the text based on their individual cultural background and life experiences.Encoding and Decoding; Preferred/Negotiated/Oppositional readings.
created the Uses and Gratifications theory, which is an approach tounderstanding why people actively seek out specific media outlets and content forgratification purposes. The theory discusses how users proactively search for media that willnot only meet a given need but enhance knowledge, social interactions and diversion. Usesand Gratifications theory; audiences consume media texts for surveillance, personal identity,personal relationships, escapism/diversion.
born in Java 1954, educated in the Netherlands, is a professor of cultural studies.
She argues that ‘Audiencehood’ is becoming an even more multifaceted, fragmented and
diversified repertoire of practices and experiences.