Theories of Audience Perception

Theories of audience perception explore how people interpret media messages. These theories suggest that audiences are active participants, not just passive viewers. For example, the **Encoding/Decoding Theory** states that creators encode messages with meaning, but audiences may interpret them differently based on personal experiences. The **Uses and Gratifications Theory** posits that audiences actively seek media to fulfill specific needs, such as entertainment or information. Overall, these theories highlight that individual backgrounds, beliefs, and contexts shape how people perceive and respond to media content.