Audience positioning

Definition

Audience positioning refers to the strategies used in media texts to shape how viewers perceive and engage with characters, narratives, and themes. This concept is critical in understanding how viewers identify with characters or align with particular perspectives, influencing their emotional and cognitive responses to the media.

5 Must Know Facts For Your Next Test

1. Audience positioning can evoke empathy or critique by determining whether viewers are invited to sympathize with or distance themselves from characters.
2. The concept often explores the power dynamics in representation, including how gender, race, and class influence viewer engagement.
3. In film theory, audience positioning is closely tied to the gaze, suggesting that who is looking and who is being looked at shapes the experience of viewing.
4. Filmmakers use various techniques like camera angles, editing, and narrative structure to guide audience emotions and thoughts about what they see.
5. Understanding audience positioning helps analyze how media can reinforce or challenge existing ideologies and social norms.

Review Questions

• How does audience positioning influence viewer identification with characters in a film?
  • Audience positioning significantly shapes how viewers identify with characters through techniques such as camera angles and narrative framing. For instance, when a character is shot from a low angle, it can evoke feelings of power and admiration, encouraging viewers to align with that character's perspective. This emotional alignment can impact viewers’ responses to the story's events and themes, ultimately enhancing their engagement.
• In what ways does audience positioning intersect with the concept of the male gaze in films?
  • Audience positioning intersects with the male gaze by determining how female characters are represented and perceived. The male gaze often positions women as objects of visual pleasure for a presumed male viewer. This dynamic affects how female characters are identified with or viewed critically, leading to broader discussions about gender representation and power structures in cinema. It shows how audience positioning can reinforce patriarchal norms or invite critical reflection on them.
• Evaluate the implications of audience positioning on the reinforcement of dominant ideologies in film.
  • Audience positioning plays a crucial role in reinforcing dominant ideologies by guiding viewers towards specific interpretations of narratives and characters. Through techniques that evoke sympathy for certain characters while vilifying others, films can perpetuate societal norms related to race, gender, and class. By analyzing these positions, one can critique how films reflect and sustain existing power structures, prompting audiences to reconsider their perspectives on social issues.

Related terms

Identification: The process by which viewers align themselves emotionally or psychologically with characters in a narrative, influencing their engagement with the story.

Hegemony:

A concept that refers to the dominance of one group over others, often reinforced through cultural narratives that shape societal beliefs and values.

Interpellation:

The way in which media texts 'hail' or address the audience, inviting them to recognize themselves within a particular ideological framework or narrative.