Abstract
<p>Creations can become meaningful when there are audience who pay attention towards the<br />products, enjoy and show their appreciation or even evaluation towards them. The meaning produced within a<br />media is considered incomplete without the understanding of the audience and the meaning the audience<br />produces in appreciating as well as responding to the media text. To understand more on the meaning of text<br />media, therefore, it is paramount to consider and gain a thorough understanding of the meaning produced by the<br />media audience through studying the way the audience reads, uses, and responds to the media. Utilizing Hall’s<br />Cultural Studies of dominant and oppositional readings, this paper endeavours to showcase the understanding of<br />audience and how meaning is constructed. Locating the issue of audience research in the context of Halal<br />Cosmetics and the Middle-Class Muslims in Indonesia, a brief overview on the theories of audience is outlined<br />and relevant theories to the case of integrating advertisement in Indonesian cinema is employed.</p>
Highlights
Morning, I wake up, grab my tablet, and access my Facebook account to have a quick look at my favorite news media links
From the time I get up until that of when I go back to sleep, at the instances where I am exposed to a media text, I become a part of audiences
To understand more on the meaning of text media, it is paramount to consider and gain a thorough understanding of the meaning produced by the media audience through studying “... how people ‘read’, use and respond to the media (Kitzinger, 2004, p.167).”
Summary
I wake up, grab my tablet, and access my Facebook account to have a quick look at my favorite news media links. As the current audience are not powerless in choosing their positions when exposed to certain media, Croteau and Hoynes (2003, p.266) concur that audiences are active in constructing their own interpretation of meaning and merely following the meaning intended and produced by the media.
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