The Media s Influence On The Perception Of Media And...

Very few viewers of adverts decode images passively. Marita Sturken and Lisa Cartwright argue that there are very few viewers who decode images passively because there is no mass culture. This is because each viewer has different contexts and social backgrounds meaning that the images they view can be decoded in various ways because of their frame of reference and background. However the subject of how audiences decode and view media including advertising can be seen in various different perspectives particularly with Karl Marx and Louis Althusser who have similar but different theories around audiences as passive and active parts of the decoding process. Through Stuart Hall also we can understand the different ways audiences can receive a advert. Sturken and Cartwright’s theory of audiences focuses on the idea that everyone has their own background and frame of reference that determines how they decode an image (57). In advertising this theory is vital in understanding how audiences perceive images and understanding the effects and success of advertising on different people around the world. A part of this surrounds the identity of the viewer and the relevant context of the advert. For example, the Steinlager Pure advert which depicts the nuclear free image of New Zealand (Steinlager Pure). How this advert is received will depend on who views it. New Zealanders will have a direct connection to the advert due to its setting and context around the identity of New ZealandShow MoreRelatedMedia And The Media Industry1465 Words   |  6 Pagesabout media course, Television Production which I’ve chosen to study. Media courses have been taught at U.K universities for over thirty years and vary from practical to academ ic studies, but one thing is for sure, they have evolved over time as the media industry has changed considerably. 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