Audience Negotiation

Audience Negotiation 

News paper 

what affects how audiences interact with media products? 

-age certificate of a film
-ethnicity   
-gender
-age
-sexuality
-reviews or peer pressure 
-experiences 
-upbringing 
-location
-political view

Stuart Hall theory of reception- how the audience receives and interprets something 

1) Preferred reading
audience agrees with ideology of producer

2) Oppositional reading
audience disagrees with ideology of producer

3) Negotiated reading
where the audience 'comes to an agreement' with the ideology of the producer   

True meaning of Christmas???

religious holiday

be with family and friends

giving and being joyful  

Thank God

celebrating Jesus birth 

Importance of local news:

always relevant, captive audience of 'locals', audience identify

ANCHORAGE = forcing audience into particular type of view

CAMBRIDGE NEWS (local newspaper)

'To Clever for Prison' page 11

preferred reading: frustration that she is not getting a sentence, smug image of her leaving the court, wording of head line insinuates snobbishness and class system  

oppositional reading: she needs help and support, she was misunderstood or treated badly, could have been avoided, what she did was really cool or feministic 

'Gender Agender' page 43

P: sympathy with issue, believe in peoples rights 

O: shameful and shouldn't be spoken about, fuss over nothing

N: agree with issue, not see it as a priority 

'Mental Health services inadequate for 1.2m abused children' page 14

P: horrified and shocked by amount of kids being abused

O: Thinks the issue is out of proportion and bias 

N: sympathy for families but does not want to invest in NSPC

(national issue therefore not as important as not local)