When understanding the way an audience makes sense of an image in the media, it is necessary to look at the denotation and the connotation. Every image begins with the creation of something that conveys meaning. Then, the signifier gives meaning to the word or image, which is then transferred to the signified. This is then processed by what is evoked in the mind by connotations, which varies person to person or group to group, depending on the background and dominant views of society at the time.

I will explore this theory with regards to the image above. Firstly, we need to recognise the signifiers and signifieds. In semiotic terms, the signifiers are the people that created this advertisement and the signifieds are those who are exposed to it.

It is then necessary to establish the denotation. The image shows two children dressed in clothes, sitting on the floor. The setting is in a library due to the shelves filled with books and the rocking chair that sits to the right. The first of the two girls hold a book and the second girl holds a gun.

To determine the connotation (although this varies person to person depending on knowledge this is my interpretation), it is necessary to look at what is evoked in the mind. This is particular to me, as I see the image and its meaning. Firstly, the image appears in the library with the US flag in the background, suggesting an educational setting. The first child holds the popular children’s picture book ‘Little Red Riding Hood’, a book that was banned in the US due to her basket for her grandmother included wine. The second child as previously stated, holds a gun. However, this is what I know to be, a semi-automatic rifle, which has been used in several massacres in the US. I am aware of this due to the exposure of this to me in the media. Thus this creates a startling image for me, represented by the stark contrast of an image of naivety and innocence, to a weapon of mass destruction. The connotation placed on this image is done with purpose to shock the audience, who recognises that it is in fact the book that has been banned, rather than the gun. The words at the top of the image further evokes this thought to the interpretor, provoking this particular connotation.

It is possible that there would be one or more connotations with this, however, for the majority of western civilization who share a knowledge of gun violence in America, the connotations I have made would most likely be shared. We live in a modern society whereby a child holding a gun is not the social norm, however, the message portrayed may be interpreted differently depending on ideology.

Essentially, it comes down to background, views, and society. Some people might see a gun as something that creates protection for someone rather than destruction, it all depends how you interpret the image put forward with dominant societal views of the time and your own views and ideology.

Image reference – Moms Demand Action for Gun Sense in America. [online] Moms Demand Action for Gun Sense In America. Available at: https://momsdemandaction.org/ [Accessed 6 Apr. 2019].

The concept of an audience has arguably been challenged by the ever-changing role of the media. Particularly with the introduction of various forms of communication, accessibility by various types of media to a ‘mass audience’, has seen an increase in the modern world. When I reflect of a recent example of myself taking part in an audience, I think of the reality TV series ‘Married at First Sight’.

The reasons for becoming a part of this audience first arose through my sisters watching of the series a few years ago. Although disinterested back then, I watched it with her, thus creating the ‘spark’ which started my experience as an individual in the wider audience. As I began to watch seasons of it by myself, my reasons changed. The increasing popularity of this TV show within my group of friends and within the media had further stimulated my want to become part of the audience. This was arguably pleasurable, not particularly because of the viewing experience but because of the experience given by public interest. As discussed in an article by Sue Turnball, ‘Imagining the audience’, the TV show Big Brother, it is interesting the way in which media interacts with audiences, broadening the scope of access to a simplistic reality show. In the case of Married at First Sight, although there are the individuals who form part of the audience, which creates mass audience, the majority of traction occurs in media. Examples of these are things such as pages, memes, comedic recap videos, news articles and magazines, all of which, to have an understanding, you must become a part of the audience. This, in a social context, expands possibility of what the audience comes to be part of.

In my personal experience, despite being mostly positive, can be a negative experience. As an audience of reality television, it is so easy to become ‘sucked in’ to a world that despite having the front as ‘reality’, is heavily scripted. In this sense, you can be submerged in the antics of the drama and thus forget about the true concepts of what is ‘reality’ in personal relationships.

Overall, I believe the most important thing I took away from being a part of an audience is the way that you can think you are an ‘audience’ for one platform such as a tv show, however, the reality is that in the modern world, you are an audience for a much broader media platform.

Image reference – Punkee. (2019). Married At First Sight: Here’s How To Catch Up On What You’ve Missed. [online] Available at: https://punkee.com.au/married-at-first-sight-punkee-recap/65995 [Accessed 6 Apr. 2019].