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Active Audience

The theory of interpretation is the most compelling thing in these chapters.  It is almost funny that companies make forms of entertainment and
advertisements the way they want when they know that everyone will view it differently.

“There is no guarantee that producers will get their messages across in the ways they want.”  This idea is very important for a business in the media industry because you want to create a message about the product you are selling but how can you get your point across if everyone’s views are different.  How can you know what you need to say and how you need to appeal to people because they are just going to
think of it in their own terms anyway?  I think this is a good thing because makes it harder for the media to control us.  We rely so much about what others think and what others like that sometimes we will like something just because it is
popular even if you wouldn’t like it otherwise.

The idea that I find most interesting in the whole active audiences chapter is the idea of interpretation.  This is the first kind of audience activity.   I also thought it was interesting how the book said “You might be surprised at how much of your everyday conversation is related to media”.  I never really thought
about that before now.  The things we see and hear and read are reflected into our everyday lives.  You are more likely to like something if your
friends like it to.

I feel like this is an example of media telling us what to think about.  They are not necessarily saying think this way or you should have this
opinion but they are showing you the things they think are important.  You many decide you what think are important
after seeing what if offered but the media puts it out there for you.

Categories: Uncategorized
  1. Kathleen
    October 22, 2011 at 6:18 pm

    Good post, Michelle! It’s interesting to hear how learning about some of these media theories has led you to examine the effects of media in your own life.

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