Theory work

Audience theory is just general theories to do with audiences. Such as when audiences are PASSIVE receivers of meaning/ideas/values or messages. An example of this is Eastenders' Phil Mitchell. When audiences see this character act in an aggressive manner, they may unconsciously think everybody that looks like him will act the way he does.

Another example of audiences being PASSIVE receivers is the News. Audiences sometimes think is the first item/piece of news mentioned on the news the most important? Else why else would they choose that item to be mentioned first?

Oppositely to this, audiences can be ACTIVE receivers of meaning/ideas/values or messages. This means that they do things with the text for their own gratification or satisfaction. An example of this is audiences that watch music videos. I can honestly say that I in fact do this. But until now I haven't thought as to why I do chose to sit and watch music videos. However I have found answers on my behalf as to why I do watch music videos. I enjoy watching the quality of the video; what the people in the video are wearing or how they do their make up, I like to feel I have seen a song/video before any of my friends - it gives me some sort of feeling like I have achieved something?! And of course this way I get to keep up to date on what I like and don't like.