Audience Flashcards

1
Q

Bandurra - Media effects

A
  • Media can implant ideas directly in the mind of the audience
  • The audience acquire attitudes, emotional responses and new styles of conduct through modelling
  • Media representations of transgressive behaviour (violence) can lead to audience members to imitate those forms of behaviour
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2
Q

Gerbner - Cultivation

A
  • Exposure to repeated patterns of representation over long periods of time can shape the way people perceive the world
  • Cultivations reinforces mainstream values (dominant ideologies)
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3
Q

Stuart Hall - Reception

A
  • Producers encode meanings, audience decodes
  • 3 possible decodings
  • Dominant-hedgemonic - encoder’s intended meaning
  • Negotiated - the message is adapted
  • Oppositional - the message is rejected
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4
Q

Jenkins - Fandom

A
  • Fans are active participants in the construction and circulation of textual meanings
  • Fans appropriate texts and read them in ways not fully authorised by the producers
  • Fans construct their social and cultural identities through borrowing and inflecting mass culture images and are part of a participatory culture that has a vital social dimension
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5
Q

Shirky - End of Audience

A
  • The internet has had a profound effect on the relations between media and individuals
  • Audiences are no longer passive consumers but speak back to the media and respond with their own media
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