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AS Audience Positioning
Transcript of AS Audience Positioning
Media texts are constructed in order to place audiences in a particular position in relation to the text. Positioning concerns the relationship between the text and the responses an audience may have to that text. The producers of the texts encode the texts with signs and messages and the audience decodes these messages. Different audiences will decode the same texts in different ways and will therefore have a different response.
In a moving image text, the camera shots and angles used place the audience in a particular position. For example, the use of a close-up shot at an emotional time in the narrative may encourage the audience to be sympathetic to the character. A point of view shot positions the audience as a character and allows them to experience events from that perspective. The use of a close-up shot of a characters face in a tense moment may make the audience feel uncomfortable.
Language & Mode of Address
The use of chatty and colloquial language in teenage magazines positions the intended audience as part of the world of the magazine. They make the audience feel involved through the use of a direct and informal mode of address and the use of specific lexis. The formal language and mode of address used by quality newspapers positions the audience differently. It makes them feel superior and valued as a reader and the expectation is that they will understand and want to be informed.
Through the construction of the text and of the audience within the text, media texts can be said to construct an idea of their audience or user. The reader of a particular magazine, for example, is 'told' by the magazine what is important and how they should live their lives.