This weeks lecture entailed further discussion around the ideologies to which Project Brief Four is based around.
This weeks theme was Audiences.
Initially we explored the notion of
-What about the audience
-Audience within a context and case study: television audiences from broadcast to post broadcast era.

“What about the Audience.”
Through exploration it was concluded that depending on the audience, their responsiveness to the content is varied, i.e. their semiotic coding and decoding of the messages is different to conventions.

The people whom thrive off of and focus on the notion of audience perspectives are;
-Advertisers
-Commercial broadcasters cable net work etc
-Production houses and individual program makers
-Government policy makers
-Social Scientists/Psychologists
-Cultural Theorists/media scholars

Changing Conceptions of Audiences/Consumers
-From broadcasting to narrow casting?
-From Citizens to consumers?

CHARACTERISTICS OF A POST BROADCAST ERA:
Changes in;
Television institutions/major players
-Technologies of production distribution and consumption
-Audience practices
-Aesthetic sensibilities

Digital tv can be tailored to the individual viewer.
IDEAS OF MASS CULTURE AND MASS AUDIENCES:
There are in fact no masses; there are only ways of seeing people as masses… A way of seeing people which has become characteristics of our kind of society… a ay of seeing that has been capitalised for the purposes of cultural or political exploitation- -R Williams, Culture and Society (1993)

A reception studies tradition in media/cultural/television studies has focused on audiences and how they read and make sense of texts

The question is how texts establish relations with their readers as well a representations of whatever their subject matter might be John Hartley 1999.

INTERPELLATION: The process by which individuals/readers are hailed in other words when the individual is prompted by a text to recognise him or herself as being a subject that belongs to that role.
Louis Althusser (1918-1990)

Theorising the “Active Audience”
Some key early academic texts for television studies
-Stuart Halls encoding/decoding model (1980)
-David Morel, the Nationwide Audience
-Janice Radway. Reading the Romance (1984)
-Ien Ang, Watching Dallas (1985)

Taste classifies, and it classifies the classifier – P Bourdieu