The mode of address is simply put a text that speaks to the audience. An example being the television series Friends, it speaks to a young audience, in the way it uses music and the opening credits to develop a sense of fun and energy that the audience identifies with.
Thursday 14 October 2010
The Active Audience + Mode Of Address
The active audience refers to a decoding process occurring among the audience, who are not using media for gratification purposes. Morley's view of dominant, negotiated and oppositional readings of texts, is a semiotic approach because it recognizes the importance of the analysis of signifiers, especially visual signifiers. The audience accepts/rejects/agrees the signified meanings, and being individuals will accept and refine parts of the text's meanings, based on past experiences, emotional capacity, and intellect.
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