Audience

Question 1

Hall’s reception theory

Answer 1

• Media products = encoded with ideas that audience decodes
• Preferred = producers & audience accepts message
• Negotiated = understands messages & accepts / rejects some
• Oppositional = rejects preferred & creates own meaning

Question 2

Gerbner’s cultivation theory

Answer 2

• Media tends to repeat reps of people - audience internalise reps & accept as reality - reps cultivate ideas & beliefs

Question 3

Shirky’s end of audience theory

Answer 3

• No longer passive - like to interact more because of advancements in tech & expect certain level of interaction back
• Circulation = declining as audience prefers digital versions
• Can interact with creators - less hierarchy between them & audience

Question 4

Gauntlett’s identity theory

Answer 4

• Audience get sense of identity from consumer media products
• Stereotypical identities in older media & diverse & no binary opposites in newer (complex)

Question 5

Blumler & Katz uses & gratification theory

Answer 5

• Media plays active role in choosing & using - user seeks media source that best fulfils needs

Question 6

5 reasons for choice in media products (uses & gratification theory)

Answer 6

• Info & education - acquiring into by watching news
• Entertainment - enjoyment
• Personal identity - role models that reflect similar values
• Integration & social interaction - ability to produce topic to conversate
• Escapism - escape from real lives