PT  - JOURNAL ARTICLE
AU  - Alexandra J. Kenyon
AU  - Emma H. Wood
AU  - Anthony Parsons
TI  - Exploring the Audience's Role: A Decoding Model for the 21st Century
AID  - 10.2501/S0021849908080318
DP  - 2008 Jun 01
TA  - Journal of Advertising Research
PG  - 276--286
VI  - 48
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/48/2/276.short
4100  - http://www.journalofadvertisingresearch.com/content/48/2/276.full
SO  - J Advert Res2008 Jun 01; 48
AB  - This article uses empirical research, with young (aged 16–21) advertising audiences, to build upon existing communication theory in a number of ways. First, it summarizes meaning-based models that have developed over time by increasing the importance of the audience's role. Second, it advances communication theory by introducing a new meaning-based model appropriate to the 21st century audience. The model is constructed from the theoretical concepts of personal self, social circle, popular culture, and inherited culture. The model provides a framework that industry practitioners and academic scholars can use to consider how anterior texts help young people decode meaning from advertisements.