The concept of an active audience was extended further by the reception theory. There was research on how individuals received and interpreted text and how the interpretation was affected by such factors as gender, age and ethnicity.
There is a relationship between the text and the audience. The text is first being encoded by the producers and then is decoded by the audience. There can be a massive difference between the reading of the same text. So the producers have to keep to recognised codes and conventions to meet the audiences expectations relating certains aspects of a particular genre.
There is a relationship between the text and the audience. The text is first being encoded by the producers and then is decoded by the audience. There can be a massive difference between the reading of the same text. So the producers have to keep to recognised codes and conventions to meet the audiences expectations relating certains aspects of a particular genre.
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