Media Studies Theories Component 1


Audience Theorists

David Gauntlett – Producer as Consumer (Prosumer): “Media Studies students regularly make their own short film productions but are also regular consumers of the media – in doing so they are both producer and consumer blurring the boundaries of traditional media consumption”.

George Gerbner – Cultivation Theory: “The cultivation theory suggests that the more you look at television, the more you are likely to believe in the reality of the representation e.g. believing everything you see and hear on BBC News 24 and not challenging the nature of a constructed text”.

Stuart Hall – Audience Positioning and Dominant, Negotiated, Oppositional Readings: “Some texts, like The Mighty Boosh may have a number of readings, dependent on audience –


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