The Cultural Studies Approach Perspective on Audience

This was developed by David Morley and attempts to understand how the media might be powerful and influence audiences. There are three different readings an audience can take, a preferred (or dominant) reading meaning that the audience relates to the text and accepts them as natural and correct. There is the negotiated reading where the audience recognize the values in the text and acknowledge them and accept them in general however they change their reading of the text to fit in with their feelings and experiences. The last reading is the oppositional  reading whereby the audience fully understands the values of the text but disagrees with them and rejects them.

I think audiences will take a preferred reading towards my print work because I have used natural images and none that have connotations and represent anyone or anything in an inappropriate way. They will not cause offence. Most audiences will take a preferred reading towards my music video however there will be some shots of alcohol and cast possibly drinking it (we will actually use water!) so therefore some of the elder audience may take offence by this as they feel young people drinking is a bad idea as they binge drink and turn into yobs. Most audiences will view this as a normal thing and accept it.