One important media theory I want to include in my film opening is Stuart Hall’s active audience theory. This theory states that audiences are active in interpreting media messages, rather than passive recipients. I would like to include this theory because I would like if the audience watching the film opening would interpret the message of the film actively, rather than passively.
Research:
Active audiences are when they are engaging, interpreting, and responding to the message being given to the audience through media forms. Passive audiences just accept the message without analyzing or interpreting it, without giving it a further thought. Hall claims the audience dictates whether a message is successful or not. He also found that the audience is able to change the meaning of the message intended to conform to the social context they are it. He concluded from this that the message intended by the creator is not always the message the audience is going to take from the media forms. The encoding/decoding model is also part of this theory, but looks at the relationships of messages and the audience interpreting the message. Below is a picture of it.
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