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Audience Negotiation


What things might affect how an audience interacts with media products?

 Prior knowledge - e.g. an age certificate shows what kind of content to expect 
Background - e.g. Ethnicity, class, 
Gender
Age 
Sexuality 
Past experiences 
Family 
Location 
Political view 

 Stuart Hall - Reception Theory 
Reception - The ways in which the audience receive or interpret a media product

 Ideology of Christmas:
Traditionally Christian holiday. Religious. However, lots of non-religious families celebrate as well.
- Kindness
- Giving 
- Family time
- Togetherness

 Negotiated reading - Doesn't have religious connotations but is celebrated by many
                             - Spend time with family but don't buy presents 
                             -
Preferred reading - Celebrating christ

 Oppositional reading - It is a commercial event supporting consumerism
                                - I won't buy anyone presents, they don't deserve it
Local Newspapers - Has a captive, definite, target audience. Anchorage (forcing an audience into a particular point of view).
Cambridge news 

 "Too clever for prison"

Preferred reading - Frustration she is getting a lenient sentence. Smug facial expression. 'Too clever for prison' headline implying clever, privileged people don't go to prison. Elderly and working class don't like her because she is a 'typical student'. She is unstable -alcohol and drug dependance. Tinder user - sexually impulsive. Tinder - don't trust people you meet online, crazy people.

 Oppositional reading - She needs help (drug and alcohol dependance). "drug and drink fuelled attack".
- She's really cool for stabbing that guy
- It's not her fault she needs professional help

 Negotiated reading - She should have served some jail time but should also be seeing medical professionals to help her stop her addictions and self afflictions.

 "Armed police to wear body cams"

 Ideology - 

 Preferred reading - Safer community

 Oppositional reading - Stupid idea because of the cost

 Negotiated reading - Good we have a safer police force but the cost spending is too high

 "Cafe thrilled by a Bond bombshell"

 Ideology - 

 Preferred reading - Daniel Craig is a good, wholesome celebrity. Honour to have him in Cambridge. 

 Oppositional reading - Daniel Craig sucks 

 Negotiated reading - Daniel Craig is a cool dude but shouldn't have been such a massive fuss 




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