A Critique Of Active Audience Theory
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...has been that of a receiver, receiving the message that has been encoded by the author, director or other creator. Thus is a 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...
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