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
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)
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
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
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