AUDIENCE

Question 1

CLAY SHIRKY

Answer 1

End of an Audience Theory

Question 2

CLAY SHIRKY 1

Answer 2

Audiences are no longer passive, we have become an active audience.

Question 3

CLAY SHIRKY 2

Answer 3

New media tech increases an active audience.

Question 4

STUART HALL

Answer 4

Reception Theory

Question 5

STUART HALL 1

Answer 5

There are 3 hypothetical readings; preferred, negotiated and oppositional

Question 6

STUART HALL 2

Answer 6

Communication involves encoding by producers and decoding my audiences.

Question 7

HENRY JENKINS

Answer 7

Fandom Theory

Question 8

HENRY JENKINS 1

Answer 8

Fans construct their values through borrowing images from mass media.

Question 9

HENRY JENKINS 2

Answer 9

Fans are active participants, a part of participatory culture, who are turning into prosumers, as they create content as well.

Question 10

ALBERT BANDURA

Answer 10

Media Effects Theory

Question 11

ALBERT BANDURA 1

Answer 11

Behaviours are also acquired from TV. Representations of transgression or violence can model a society to imitate i.

Question 12

ALBERT BANDURA 2

Answer 12

Our social environment shapes the way we interact. Through media implantation.

Question 13

GEORGE GERBNER

Answer 13

Cultivation Theory

Question 14

GEORGE GERBNER 1

Answer 14

Exposure to repeated patterns can shape the way audience perceive the world.

Question 15

GEORGE GERBNER 2

Answer 15

Cultivation reinforces mainstream values leading to a mass media audience.