Revision: Humans and Audience theory

Active audience models

Henry Jenkins - Fandom 
- refers to a particularly organised and motivated audience of a certain media producers franchise
- unlike generic audiences, fans are active participants in the construction and circulation of textual meanings 
- Textual poaching - where fans appropriate texts and read them in ways not fully intended by the media producers. This may manifest in conventions, fan fiction etc.
Rather than just playing a video game or watching a TV show, fans construct social and cultural identities through borrowing and utilising mass culture images, and use this 'subcultural capital' to form social bonds, through online forums like Reddit or 4chan

Clay Shirky -  End of audience theory 
- New media (internet and digital technologies) have had a significant effect on the relations between media and audiences - so thinking of audiences as passive consumers of media content is no longer possible.
- Media consumers have become producers who 'speak back' to the media in various ways, creating and sharing content with one another - this can be accomplished through comment sections, internet forums and creating media products such as blogs or vlogs.
(However, this theory can and should be criticised - arguably the media industries are just as exclusionary as they always have been, and audiences are less producers than unwitting advertisers - promoting pre-existing products through retweets, fan accounts and derivative vlogs that could never be financially successful without aggressive monetisation

Stuart Hall's Reception theory
- Encoding Decoding model
- To consume media is a process of involving encoding by the producers and decoding by audiences 
- Many ways to decode a media product, affected by upbringing, ethnicity, social class etc.
- Narrowed down to three - Preferred, Negotiated, Oppositional
- The audience can choose to receive the ideology of a media product in many different ways 
- Preferred - Dominant hegemonic position, audience accepts and agrees with the ideology of the producer
- Negotiated - Ideology agreed with in general, though the message is negotiated or picked apart, audience may disagree with some aspects
- Oppositional - Producers message is understood, but the audience disagrees with the ideology in every aspect 
- Active audience theory, assumes the audience is complex and opinionated 

Possible audience questions :
How does this product and its marketing appeal to its target audiences?
How can audiences interpret this product in different ways?
How does the industry that makes this product address the needs of mass and specialised audiences through marketing?
In what ways can audiences use these media products, and how does this reflect their identity and cultural capital?
What role do fans and other niche audiences play in the popularity of this product?
How do audience responses to this product demonstrate sociohistorical circumstances?
How does this product attract/target it's audiences? How does it construct an audience?



commodity fetishism
Tastes of different audiecnes - ''Äkta människor" in Sweden, Real Humans (Starts off more Horror genre, different tastes from these two different audiences)

Marketing through social media - Persona synthetics on Regent street, website and returns label, twitter account - All in the style of a real company 

Examples of Fandom and end of audience in Humans
- r/HumansTV reddit board
- Interactions on twitter




Key scene analysis

The brothel scene: 
Leo enters the sex club to 'rescue Niska' (what the audience hopes) - expectations are subverted, Leo leaves her to a horrific fate

How does media language position the audience?

How does gender performativity position the audience?


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