2) Passive audience and active audience are terms given to the response people get out of a consuming film. Passive audience refers to the response where the audience is set to believe whatever is shown in the text without requiring the audience to think otherwise. These are traditionally associated with feature length films where the goal is to provide entertainment value. On the other hand, an active audience refers to an audience, which is made to think for themselves in response to what they are watching either throughout or at the end. This can be done in a variety of ways such as being fed snippets of information throughout, cliff hanger endings, and various other media techniques.
One of the conventions of short film as a whole is making the audience think. This is why short film is usually associated with active audiences.
A good example of a feature length film, which makes use of an active audience, is four lions. Four lions is a film which follows the lives of four suicide bombers in the lead up to their terror attack, they are all very misguided and one is special needs and it raises many questions such as is it there fault, who is the instigator, and the most important question raised, because as the film progresses they are very likable characters and in the end when they finally blow themselves up, should we feel bad that they died or not?
Audiencehood is becoming an ever more multifaceted, fragmented and diversified repertoire of practices and experiences”
In my opinion this means that over time film is becoming more and more different over time. The use of the words fragments and multifaceted together to me means that there is a lot more individuality and originality in film whereas as before there would set conventions, for example, when we look far back to silent film, conventions would general be exaggeration of emotion which was essential, but with the vast developments of technology, following conventions isn’t a necessity anymore, back then, there would be certain things you would have to do in silent film for the audience to understand what’s going on but now this isn’t needed. On another level, when you look up the definition of the word fragmented, an example given is scattered pieces of a broken vase. Back in the day, the only ‘film’ available to consume would be at the theatre, what this could be trying to say is that it all started from one big entity, that entity being film and as time progressed, people have been taking aspects of them and developing new mediums out of at because when a vase smashes, its no t likely at all that two broken pieces will be identical, its now not a vase anymore its now a piece of clay, however it originated from the entity of film so therefore it still is a part of film, except now it has manifested itself into something new.
3) “Media producers have an imaginary entity in mind before the construction of a media product”
to me this means that there is always a reason for creating a product and there is always an there is a vision in mind before creating it. When looking at this with short film in mind, we can say that short film is created to put out a message. For example about a girl was made to discuss the reality of abortion and teenage pregnancy. According to this theorist, this would have been the initial thought before the storyline, plot and character development.
4)dominant reading- how the producer wants the audience to view the media text, they agree with the message it is conveying.
Negotiated reading- a compromise between the dominant and oppositional readings, the audience understand and agree with the text but disagree with other areas that they have their own views on.
Oppositional reading- the audience rejects the encoded meaning and creates there own meaning for the text, they fully disagree with the message being submitted.