Active Audience Theory - CF2 Group主动受众理论.PPT

First is a clip from the New Hour with Jim Lehrer. It’s an interview with Democratic candidate Mike Gravel. The News Hour with Jim Lehrer gets about 5% of the evening news audience – even less among young people. The second clip is from the Daily Show with Jon Stewart, interviewing John McCain. According to the Pew Research Center poll: During the 2004 presidential campaign, 21% of people ages 18-29 said that the Daily Show was where they regularly turned for campaign news. In the 2000 campaign, only 9% of young people pointed to comedy shows as their source of campaign news. Second clip: start at :27 or 2:23 This web page, an example of a “portal”, has a large number of options for the reader to consider as they choose how to engage the page. The response of each individual will depend on their information needs, their prior experience with the page, and their expectation of positive results from the engagement with the page (among other factors). * The structure and appearance of each page is designed to appeal to members of the target audience for the page…whether that audience is young individuals, college students and those just out of college, or established working professionals. The colors, typefaces, and layout of each page is unique among its peers, and intended to establish a positive expectation of results among first-time visitors. * * * In other words, how “free” are we in our opinions? * * * Many TV texts are not fully open, and there is a preferred reading, and a limit to what audiences can do with a text. * In other words, how “free” are we in our opinions? * * * * * Some media texts very transparent – how many “meanings” can they really have? Concept of “active audience” may be very different – or nonexistent – in other cultures If every media text is open to reinterpretation, slippery slope to moral relativism Has the active audience approach overestimated the capacity of audiences to construct their own meanings? Can we equate an active au