Media Theorists- Audiences

  • Created by: Ishara
  • Created on: 18-05-22 15:33
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  • Media Theorists - Audience
    • Media Effects- Albert Bandura
      • media can implant ideas in the minds of the audience directly
      • audience aquirres attitudes, emotional responses and new styles of conduct through modelling
      • representations are transgressive behaviour, such as violence or physical aggression, can lead the audience to imitate those forms of behaviour
      • Key Words
        • Implant
        • Modelling
        • Transgressive
    • Cultivation Theory- George Gerbner
      • exposure to repeated patterns of representation over long periods of time can shape and influence the way in which people perceive the world around them
      • cultivation reinforces mainstream values (dominant ideologies)
      • Key Words
        • Ideologies
        • Repeated Paterns
    • Reception Theory- Stuart Hall
      • the encoder's preferred reading is fully understood and accepted by audiences
      • the message is negotiated to better fit the decoder's audiences' own individual experiences or context
      • encoder's message is understood but the decoder disagrees with it, reading it in a oppositional way
      • Key Words
        • Preferred
        • Negotiated
        • Oppositional
    • Fandom- Henry Jenkins
      • fans are active PP in the construction and circulation of contextual meanings
      • fans construct their social and cultural identities through borrowing, a participatory culture that has a vital social dimension
      • fans are appropriate texts and read them in ways the are not fully authorised by the media producers
      • Key Words
        • Textual Poaching
        • Active
        • Identities
    • The End of Audience- Clay Shirky
      • media consumers have now become producers who 'speak back to' the media in various ways
      • everybody makes media. Audience members are creating and sharing content with one another
      • Key words
        • Make Media
        • Speak Back


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