context of reception

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The social setting within which an audience encounters a text in any medium. For instance, the viewing context of a film could involve viewing with friends at the cinema, viewing a broadcast of the film on television at home with the family or alone in a hotel on DVD. These are quite different viewing experiences which may involve different viewing styles (see also television viewing styles). Within a family context at home, the viewing experience becomes part of domestic politics and the performance of identity.

Subjects: Media Studies.

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