March 20 The Active Audience

March 20 The Active Audience - The Active Audience March 20...

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The Active Audience March 20 2008
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How is meaning created? The audience is not a passive vessel We are consumers of media; part of various “audiences” Research indicates that we bring our background and experience into the process of media integration. We have agency , even if constrained.
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Interpretation Process by which media texts take on meaning. How audiences assign meaning. Not always the same – we draw up on different frameworks, know different references. We also construct meaning socially . We reevaluate the messages presented in the icons presented in media texts We judge media texts; assign or debate their value
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Agency-Polysemy What is an interpretive strategy? Media contain an “excess of meaning” Who determines the takeaway message of a text? Book examples; War Movies; The Cosby Show But we interpret in a context, constrained by “structure”
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Decoding We’ve already discussed encoding The Nationwide Study
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This note was uploaded on 04/11/2008 for the course MDST 201 taught by Professor Hayden during the Spring '08 term at UVA.

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March 20 The Active Audience - The Active Audience March 20...

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