Rethinking the concept of audience activity in the digital age
DOI:
https://doi.org/10.24137/raeic.6.12.12Keywords:
audiences, reception, encoding/decoding, new mediaAbstract
Spreading of ICTs is a chance for the development of an active participation of audiences. The idea of activity formulated by the canonical coding/decoding model can be adapted to the new types of interactivity generated in the digital world. In this sense, Hall's proposal has explanatory validity, but it faces methodological challenges that question audience studies in the digital age. This paper tries to deepen on how the concept of activity of the audience is working nowadays, focusing on the empirical dimension of this approach. That is relevant in a current society that experiences continuously mediated processes. To this end, a critical review is carried out on the operability of the coding/decoding model, as well as on the implications of an active audience for deviance studies, especially in the digital context. In conclusion, it can be noted that the interactivity of the cybermedia mixes with the steps of reception defined by Hall —dominant, negotiated and opposite—, allowing the discovery of political implications in digital media. This epistemological guide is very useful for products such as transmedia.Downloads
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