Task 5 - Part 1 // Audience theories
This theory is where there is an opinion leader such as the media, government, people in power or filmmakers. These people would create an idealogy about how something should be or what is right and wrong. These messages are then received by the audiences who will just follow the opinion of others. This means that the audience aren't creating their own opinions about things they are just listening to what the opinion leaders are saying and then agreeing with them without even thinking for themselves.
The effects theory is when the media creates either positive or negative messages about certain things. These messages whether positive or negative will influence the audience that watches or reads it. This then turns from a message in the media to reality and these people who have been influenced from the messages start to do the things in real life. For example the crime and violence in films and TV shows could influence people do also do these bad things as they think its ok to do because they have seen it in a film.
Uses and Gratifications - Theory by Mcquail and kats
This theory suggests that the audience members actively seek out media texts to satisfy certain needs. Such as:
Identify - the audience member would look for something to watch or read so that they can relate and identify to one or more of the characters. For example in soaps there is a wide range of characters so the audience would be able to find someone that they can identify with.
Educate - The audience would want to watch something so that they can learn something new. For example they could watch a documentary about something specific that they want to learn more about.
Entertain - Audience members would find something to watch that would entertain them. This could be a comedy show if this is how they want to be entertained.
Social Interaction - The audience would watch a show specifically for topic of conversation, this could be because everyone is talking about it and they want to be involved in the conversation. Or they could watch a show to be part of a fandom that is created of people who just talk about the show.
Encoding Decoding - Theory by Stuart Hall
This theory suggests that people will interpret media texts in different ways depending on different factors such as their cultural, economic and social backgrounds
Reception Theory - by David Morley
This theory suggests that people have different readings of media texts.
Preferred reading - The reader shares encoded meanings of the text, the viewer is very passive and doesn't think too much about deeper meanings.
Negotiated reading - The viewer would agree with some of the views and meanings but not all of it, they would question certain things and be a little bit interested in some hidden meanings.
Oppositional reading - The reader would disagree with everything that's being said, they would question things and find more out about the topic, they wouldn't believe the first thing they say, they would always be questioning for deeper meanings and would want to find something they believe to be true.
Audience theories for Once Upon A Time
The audience of Once Upon A Time is a very active Audience as they are always talking about deeper meanings in the show rather than just accepting it at face value. The fans of the show often talk about the writing of the show and whether or not they like what the writers are doing with the show as it progresses.
