uses and gratification model. The effects model focuses on what the media does to audiences, influences is based on the message conveyed within the media. The uses and gratification model emphasizes what the audience does with the media presented to them, here influence lies with the consumer. The "ethnographic turn" contributed to the maturing of the field as contexts of consumption are now recognized as having significant impact upon the processes of the interpretation of media. Sometimes characterized as the "active audience" approach, this paradigm has attracted criticism for the apparent jettisoning of the influence of cultural power, diminishing the authority of the text while elevating the influence of context. Nevertheless, developments in this vein have deepened our understanding of the significant relationship between media texts and the production of identity. Repeatedly, audience studies and fan studies have recorded the ways in which media texts are utilized and often re-made in the creative production and reproduction of self-identity. Reception theory Reception theory emphasizes the reader's reception of a literary text or media. This approach to textual analysis focuses on the scope for negotiation and opposition on the part of the audience. This means that a "text"—be it a book, movie, or other creative work—is not simply passively accepted by the audience, but that the reader / viewer interprets the meanings of the text based on their individual cultural background and life experiences. In essence, the meaning of a text is not inherent within the text itself, but is created within the relationship between the text and the reader. A basic acceptance of the meaning of a specific text tends to occur when a group of readers have a shared cultural background and interpret the text in similar ways. It is likely that the less shared heritage a reader has with the artist, the less he/she will be able to recognize the artist's intended meaning, and it follows that if two readers have vastly different cultural and personal experiences, their reading of a text will vary greatly. References External links “Audience Analysis.” Cultural Politics: Popular Culture. Participations. Journal of Audience and Reception Studies. Reception theory Further reading Hall, Stuart. Encoding/Decoding.” Hill, Andrew. “Investigating Audience Reception of Electroacoustic Audio-visual Compositions: Developing an Effective Methodology.” eContact! 12.4 — Perspectives on the Electroacoustic Work / Perspectives sur l’œuvre électroacoustique (August 2010). Montréal: CEC. Wilson, Karina (Ed.) Audience Theory.” Media Know All, 2009. Human communication