How have the audience responded to the changes? Is there more customer choice? Is there evidence of a more pluralistic model? What evidence do you have to support this?
Active audiences are aware of the rights that they have, and as a result their response to texts may challenge producers based on the reception theory – based on personality and individual experiences audiences interpret texts in their own way, this is known as oppositional reading which is seen as a threat to institutions however for consumers it’s an opportunities to reject the dominant values and to get their voice heard. It is 100% evident that audiences have more choices as they have the ability to refuse certain information through the OFCOM which is a regulation organisation which has the authority to ban materials if it’s seen offensive. This suggests that audiences are no longer “dumbing down” and reflects that they are alert.
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