Audience Theory

Audience Theory explores how different audiences interpret media and messages based on their social, cultural, and personal backgrounds. It suggests that the meaning of a media piece is not fixed but rather shaped by the viewers' experiences, beliefs, and contexts. This theory breaks down audience engagement into categories, such as active versus passive consumption, emphasizing the role of audience perception. Essentially, it highlights that understanding a message involves both the creator's intent and the audience's unique interpretation, making communication a dynamic process influenced by various factors.