Question 1: Define the term 'audience' in the context of media studies.

Answer: An audience refers to the group of people who consume or interpret a media text, such as a television show, film, or advertisement.

Question 2: Describe the main idea behind Stuart Hall's Reception Theory.

Answer: Stuart Hall's Reception Theory suggests that audiences interpret media messages in different ways—dominant-hegemonic, negotiated, or oppositional—based on their own social context.

Question 3: Explain what is meant by 'active audience' and 'passive audience'.

Answer: An active audience engages with and interprets media texts critically, while a passive audience absorbs media messages without question or analysis.

Question 4: Identify and briefly describe two audience segmentation categories commonly used in media marketing.

Answer: Two categories are demographic segmentation (based on age, gender, income) and psychographic segmentation (based on personality, lifestyle, values).

Question 5: Explain the concept of 'preferred reading' in media theory.

Answer: Preferred reading is the interpretation of a media text that aligns with the creator's intended message or meaning.

Question 6: Describe an example of how an advertiser might target a specific audience segment.

Answer: An advertiser might target young adults by using social media platforms popular with that age group and creating content that appeals to their interests, such as music or fashion.

Question 7: Sketch a simple diagram illustrating the relationship between a media text, the audience, and the interpretation. Label each part clearly.

Answer: A correct sketch would show a central box labeled 'Media Text,' with arrows pointing to two separate boxes: one labeled 'Audience' and another labeled 'Interpretation.' The diagram demonstrates that the audience engages with the text, leading to different interpretations.

Question 8: Discuss how the concept of 'media literacy' can influence an audience's interpretation of a media text.

Answer: Media literacy enables audiences to critically analyze media messages, recognize biases, and understand underlying intentions, which influences their interpretation and prevents manipulation.

Question 9: Identify and explain one criticism of audience theory.

Answer: One criticism is that audience theories can oversimplify how individuals interpret media, ignoring personal experiences and cultural differences that influence understanding.

Question 10: Design a brief survey question that could help identify the preferences of a specific audience segment for a new media product.

Answer: What type of media content do you enjoy most? a) Action and adventure b) Comedy c) Educational d) Romance. (Targeting young adult viewers interested in entertainment).