Intelligent audiences: a possible challenge

Authors

  • Miguel Rubio Toledo Universidad Autónoma del Estado de México
  • Miguel Funes

Keywords:

Young audience, audiovisual experience, audiovisual codes, television consumerism, image interpretation, cognition, reading television

Abstract

Television produces a homogeneization effect which in turn makes everything seem and worth the same. It creates a passive and bored viewer, in short, a consumer. This discourse does not encourage him to be involved in any decoding operation; therefore, it does not embrace him as a subject. However, it would be healthy to think of the teen audience and their relationship with mass culture, not as a lost generation because of their global non-stop consumerism, but rather as young viewers of complex audiovisual texts which also imply the use of complex codes and languages, thus creating a system that makes them active viewers..

Published

2008-10-01

How to Cite

Rubio Toledo, M., & Funes, M. (2008). Intelligent audiences: a possible challenge. Comunicar, 16(31). Retrieved from https://revistacomunicar.com/ojs/index.php/comunicar/article/view/C31-2008-54