Reception studies/cultural analysis(Cont) Media text has to be read-audience perceptions construct the meaning and experience of media output o Media use is Situation-specific and involves Interpretative communities o Audience are never passive, nor are all members equal, Since some will be more experienced or more active than othersReception studies/cultural analysis (Cont.)  Media text has to be read—audience perceptions construct the meaning and experience of media output  Media use is situation-specific and involves ‘interpretative communities’  Audience are never passive, nor are all members equal, since some will be more experienced or more active than others