Negotiated, Preferred and Oppositional Responses.

Dominant/ Preferred is when an audience decodes the message as the producer wants them to do and baldly agrees with it.
For example, if the director of a documentary on illegal drugs intended to put a message out to the viewers saying that drugs are bad and should not be messed around with, and they took that information in and got the exact same message as was intended then this would fall under this.


Negotiated is where the audience accepts, rejects or refines the elements of text in light of previous events or experiences or previous held views.
If a director from a film about the youth of today attempts to portray the younger characters in a film as being lazy but nice, some people may be willing to accept that that's what teenagers are. But some may stand in and think "actually, no, last week I was mugged by a teenager, I believe that they are violent" then these would be examples of Negotiated where the audience either accept the information or due to past experiences they are forced to believe otherwise. Similar to Oppositional Responses...

Oppositional is where the dominant meaning is recognised but rejected for cultural, ethical or idealogical reasons. This could be something to do with a documentary on Jesus Christ or something and it is rejected by a religion that does not worship him.

Participatory is the theory behind an audience, such as ourselves, are free to open websites, blogs, social media accounts etc. to share information on products we have recently viewed/consumed etc.

Cultural Competence is how your input affects how the audience view something. For example, if a new children's toy is on the market and you see a review on the internet about a woman's child being hurt by this product then the likelihood of you buying it will decrease significantly.

Fan Culture is where fans of a certain media product/type will create fan accounts on social networking sites etc. of their favourite idol etc. For example, twitter is flooded with 'Beliebers' which are accounts dedicated to Justin Bieber the famous pop artist.







*All information found on the slideshow here:
http://www.slideshare.net/robertclackmedia/audience-theory-powerpoint

Hypodermic needle theory, users and gratifications, reception study and passive or active consumptions.

Hypodermic needle theory, users and gratifications, reception study and passive or active consumptions.



The hypodermic needle theory is where companies will put subliminal objects or messages in a film/product in order to pass messages into the head of the audience without them knowing. For example; an advert that is for a food restaurant or product will include a lot of the colour red, purely because meat is considered red and it tricks your brain into making you want to eat. It is a method used in near enough every advertisement on the planet, it is very popular.
The McDonald's logo is a brilliant example of this;

Users and Gratifications is where someone listening/viewing your product is looking to gain something from it, usually;

• Pleasure
• Emotional Release
• Escaping from Reality

I can use this to my advantage as I will be able to make my documentary have a more positive feel and a happier vibe to it by playing more upbeat music so that my audience doesn't feel depressed or negative whilst watching it.

Reception Theory is where a listener/viewer will take the information in different due to what environment they are in or something from the past that is brought forward during the material they are viewing/ listening to.