Theories on Audience Activity

In the 1960's, the coding / decoding theory of Stewart Hall first described the activity of the audience. Prior to this theory, the study of the effect was done, "Based on the impact model of hypodermic injection" (Curran 1990: 506), the activities of the audience were clarified from there. Hall's theory led to research created by Morley (1981), the public audience and Ang (1983) and others. Stewart Hall's encoding / decoding theory is the start of the audience's activity and he is trying to explain aggressive consumption (Moores 1993).

Godlewski and Perse (2010) aims to carefully examine the relation between viewer's willingness to watch media content, watching, viewing after viewing, participant recognition, and "cognitive and emotional participation" Has been developed. The scholars noted that real TVs are not based on cognitive and emotional participation during exposure but rather they not only provide new activities after exposure but also influence program results This type of interactivity that could not be done creates experience including that by actively controlling the media. Furthermore, there is a higher level of psychological involvement in relation to the attention of spectators who chose thoughts and votes.

How viewers read the story of the media is about understanding and interpretation of their products. When discussing various methods of products, we are talking about positive audience theory. Active viewer theory points out that when an individual consumes media products they blindly do not believe what they see but intelligently interact. One way to do this is to follow the product description. Active viewer claims that media products are ambiguous. In other words, the viewer can interpret them in various ways. The audience brings their own prior knowledge, understanding, needs and needs, and uses them to produce their own meaning