Audience theory proposes different ways that audiences engage with media texts, from active interpretation to passive acceptance of messaging. Some key theories include the uses and gratifications perspective where audiences access media to learn or be entertained, and the encoding/decoding model where interpretation can vary from fully sharing ideological codes to making meaning in alternative ways. The mode of address and ideological proximity between audiences and media can influence reactions and levels of cultivation.

1. Across
3. newspapers adopt this mode of address when
discussing serious issues
5. reader shares the programme's code and ideology
7. uses and grats theory, actively accessing a media text
for escapism
9. uses & grats theory, actively accessing a text to self
educate or learn something new.
10. this can affect the way an audience reacts to a text
Down
1. when the audience is this they are prone to the
cultivation theory
2. the reader partially shares the programme's code and
ideology
4. when the reader rejects the programmes code and
interprets the text differently
6. Stuart Hall was the theorist who created encoding and
___ idea
8. when the mode of address is personal, as if the text is
speaking to you
Audience Theory