Stuart Hall believes that many media texts are made and encoded with a message. The message is made by the institution based on the social, political and economical society they are made in. He believes that when the audience receives the text they decode it. The message can be decoded in 3 ways: Dominant reading- interpreted how the institution wanted.
Negotiated reading- the audience agrees with some parts of text, but disagree with other parts.
Oppositional reading- the audience don't agree with the text and find themselves in conflict with it.
Uses and gratification theory-
The theory created by Blumer and Katz that believes that the audience is active and they use the text rather than the text use the audience. The audience wants to gain a certain pleasure from the text so decide to watch it in order to fulfil this pleasure.
Some of the pleasures and gratifications can include: escapism, diversion, information, counter cultural experience and comparing.
We will use these audience theories in our film as we can encode our film with the message of the clown and why the clown is attacking these specific people. This means that the audience will have to try and discover why the clown is targeting these people whilst the film goes on thus meaning that the audience are not passive as they have to engage with the film. Also we would like people to gain a counter cultural experience from our film as they will be able to gain a thrill from seeing aspects of life such as crimes that they are not allowed to commit.
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