Audience Theory

Stuart Hall came up with an idea that audiences recieved the media with a hegemonic dominance and also tied in the idea of a dominant ideology. This Hegemonic Model is the idea that the heads of the industries have the power to control the masses via ideas and cultural influence instead of by force. Being able to rule by consent via transforming a consensus for the rulling sentiments through day to day life, this included media representation of the world. The media bosses would take control by telling people what's in style however would not enforce this view to the audiecne but infact just offer it.

Encoding and Decoding are acts of the media and audience in an attempt to understand and takecontrol of media texts. Stuart Hall suggested that the audience works to decode media texts, however they can only decode what they have already experienced and understand. On the other hand, the makers of the media encode the material in the form of messages and influence.

Power in the media industry is divided between; power structure outside the text and power structure within the text. David Morley produced the idea that the outside world has influeces on the audience such as regionality, laws, age, class and gender. Within the text, power can be found via influences of messages shown and semeotics ect.

Stuart Hall identified in total four types of audience responce:

• The dominant view is where the response from the audience matches the intended one from the creator
• The oppositional view is where the audience response is one that doesn't agree to the intended messages; this view may be met from a person outsid eof the target audience
• The negotiated view is a response from an audience who agrees and disagrees with different parts of a media text
• An aberrant view is a response from an audience which is toatally out of context from the intended understanding of the media text

Katy Perry - California Gurls (ft. Snoop Dogg)

• A dominant view of this music video maybe that the audiecne agree that there are fun, colourful messgaes being intended. This could be because of the running theme of sweets and the bold outfits and game board.
• An oppositional view may argue that the outfits are too sensual and believe that the artist is attempting to be over provokative. This could be drawn up when Katy perry sprays whipped cream from her chest and the cherry bun pastries the dancers wear.
• An negotiated view may argue that they don't agree with a man over looking a womans actions, such as when Snoop Dogg is pictured to be over looking Katy Perry on the games table. However a person with this view may agree that it's acceptable for the girls shown to be dressed provokativly.
• An aberrant view may pick up the idea that the girls shown all hate Snoop Dog as he is over looking them all.