نوع مقاله : مقاله پژوهشی
عنوان مقاله English
نویسنده English
Today, with the growth of communication technologies, the audience access to a variety of transnational satellite networks, social networks, and cyber and online spaces has been facilitated in such a way that the media are forced to plan according to the wants and tastes of their audience to attract the wide variety of audiences and thus sell their media products more. Therefore, the necessity to precisely know the audience and their needs has become considerably important. This article has examined the views of the adolescent audience of ‘Keykhan’ animated series using perception analysis as a qualitative research method based on interview technique including in-depth interviews and focused group interviews, and in the form of "Uses and Gratifications" theory and Hall’s encoding/decoding model. The results indicate that the level of reading of the meanings as perceived by the adolescent audience does not occur only the first time the audience watches the series, but meaning creation is a process that raises new implications each time the new contexts are raised. On the other hand, the adolescent audience uses their own experience to evaluate and judge the important events of the series and make decisions by comparing the situation depicted in the series with reality and their experience.
کلیدواژهها English
