Active viewing: An Ethnography of the Indian film audience

@article{Srinivas1998ActiveVA,
  title={Active viewing: An Ethnography of the Indian film audience},
  author={Lakshmi Srinivas},
  journal={Visual Anthropology},
  year={1998},
  volume={11},
  pages={323-353}
}
Audiences of popular Hindi cinema1 present a strategic site for study of the active audience as they adopt a viewing style that is participatory and interactive. In cinema theaters viewers applaud and whistle loudly, sing along with the soundtrack, shout out comments and throw coins at the screen. Viewers transform the meaning of the film and shape the collective experience of viewing. Plural audiences encounter varying interpretations of the film arising from a diversity of world views and… 
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  • Hasrul Hashim
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    Jurnal Komunikasi: Malaysian Journal of Communication
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The changes from analogue to digital in the film industry occurred rapidly and triggered a change in the landscape, especially in the usage of digital visual effects (DVFx). Thus, films that use the
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