The Active Audience & Mode of Address

The Active Audience
The Active Audience theory is a theory that people recieve and interpret media messgaes in different ways, usually according to factors such as age, ethnicity and social class etc. We don't just suck in the ideologies from media, we decode them wich means that we are active in creating meaning. Morley's view of dominant viewing, negotiated and oppositional readings of texts is a semiotic approach because it recognises the importance of the analysis of signs. The audience accept, modify or reject with the encoded meanings to suit ourselves.

Mode of Address
This refers to a way that text speaks to us in a style that encourages us to identify with the text because it is 'our' kind of text.