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