Audience Flashcards
BANDURA: MEDIA MODELLING EFFECTS
Concept 1 outline
Violent behaviours are learned through modelling
BANDURA: MEDIA MODELLING EFFECTS
Concept 1 deeper outline
Social learning can occur as a result of first hand experience
Social learning can also occur as a result of first-hand experience
Social leaning can also occur by watching others’ experiences
BANDURA: MEDIA MODELLING EFFECTS
Concept 2 outline
Audiences can copy media representations of negative behaviour
BANDURA: MEDIA MODELLING EFFECTS
Concept 2 deeper outline
Representational modelling can have a powerful effect on the behaviours of media audiences
Modelled behaviours by role models and the vivid visual encoding systems of media producers further concentrate the effects of representational modelling
Violence is an endemic feature of media content
BANDURA: MEDIA MODELLING EFFECTS
Three theorists who might challenge BANDURA
- Stuart Hall
-Henry Jenkins - Geroge Gerbner
BANDURA: MEDIA MODELLING EFFECTS
Vs Stuart Hall
Would argue that media products do not produce a cause and effect learning response - audiences decode the media they engage with using contextual knowledge
BANDURA: MEDIA MODELLING EFFECTS
Vs Jenkins
Emphasises the positive effects of media consumption - suggesting that the media forges communities and allows audiences to express themselves in positive and creative ways through fan engagement
BANDURA: MEDIA MODELLING EFFECTS
Vs George Gerbner
Would argue that the media should not be measured just in terms of of its impact on individual learning behaviours but also on the cummulative effects of mass media consumption wider social attitudes
GERBNER: CULTIVATION THEORY
Concept 1 outline
Media products shape attitudes and perceptions of the world at large
GERBNER: CULTIVATION THEORY
Concept 1 deeper outline
Storytelling performs an enculturation role helping to shape our attitudes and social values
Mass media has replaced other institutions, most notably religion and education, as the principle constructor of symbolic storytelling
Television has had a homogenising effect on society - we all watch or engage in the same symbolic stories as a result of mass media
Television schedules are saturated with violent content that cultivates a widespread fear in society - ‘mean world syndrome’
The media can produce resonance or mainstreaming effects on audiences
GERBNER: CULTIVATION THEORY
Concept 2 outline
Media consumption leads audiences to accept established power structures and mainstream ideologies
GERBNER: CULTIVATION THEORY
Concept 2 deeper outline
Mass media narratives create symbolic representations of power that affect our real world view
Mass media products marginalise alternative viewpoints as a result of middle of the road reportage
GERBNER: CULTIVATION THEORY
Three theorists who might challenge
- Stuart Hall
- Henry Jenkins
- BANDURA
GERBNER: CULTIVATION THEORY
Vs Stuart Hall
Would argue that media products do not produce a cause and effect response - audiences decode the media using contextual knowledge
GERBNER: CULTIVATION THEORY
Vs Henry Jenkins
Emphasises the positive effects of media consumption - suggesting that the media forges communities and allows audiences to express themselves in positive and creative ways through fan engagement
GERBNER: CULTIVATION THEORY
Vs BANDURA
Would argue that the media directly impacts an individuals behaviour and induces consumers to be violent. Gerbner, in contrast suggests that media consumption prompts an attitudinal rather than behavioural response.
STUART HALL: RECEPTION THEORY
Concept 1 outline
Encoding and decoding
STUART HALL: RECEPTION THEORY
Concept 1 deeper outline
Professional media encodes messages using visual and aural codes
Media encoding is affected by institutional context, media production processes and genre-driven routines
Media products are polysemic as a result of their use of visual signs
Audiences do not necessarily decode the meanings that media producers effect in a straightforward way
Audiences can misread products id they are too complex or are untranslatable
STUART HALL: RECEPTION THEORY
Concept 2 outline
Dominant, Negotiated and oppositional readings
STUART HALL: RECEPTION THEORY
Concept 2 deeper outline
Media products reinforce dominant ideologies and cultural hegemonies
Dominant ideologies are subject to change - again, the media plays a crucial role in effecting those changes
Audiences use ‘situated logics’ to decode media messages
Audiences can produce readings of products that accept the dominant ideologies they construct
Audiences can use their contextual knowledge to read against the grain of a media product and to thus produce negotiated or oppositional decodings
STUART HALL: RECEPTION THEORY
Three theorists who might disagree
- George Gerbner
- BANDURA
- David Gauntlett
STUART HALL: RECEPTION THEORY
Vs Gerbner
Would suggest that audiences find it difficult to resist the effects of media products.
Gerbner mainstreaming theory would suggest that even the least susceptible aufience members experience attitudinal change as a result of media exposure
STUART HALL: RECEPTION THEORY
Vs BANDURA
His bobo doll experiments would suggest that the media has a casual effect on audience behaviours and prompts audiences to copy behaviours they have seen in the media
STUART HALL: RECEPTION THEORY
Vs Gauntlett
Would argue that media products do not necessarily reinforce cultural hegemonies.
Contemporary media products offer a wide range of identities and subversions that often work in opposition to dominant ideologies
JENKINS: FANDOM
Concept 1 outline
Fans appropriate media texts, produce readings that are not fully authorised by media producers
JENKINS: FANDOM
Concept 1 deeper outline
Jenkins suggests that audiences are able to use professional texts as ‘creative scaffolding’ on which they craft their own readings of products
Textual poaching can be used by marginalised fans to explore alternative readings to mainstream culture
Textual poaching in the digital age can take many forms including fan fiction, remix culture, fan art or video parodies
JENKINS: FANDOM
Concept 2 outline
Fans and media makers have converged as a result of digital technology
JENKINS: FANDOM
Concept 2 deeper outline
Digital technologies have brought audiences and producers together
The digital revolution has expanded the scope of fandoms
Producers use their fans’ digital labour to promote and market media
Contemporary media producers deliberately construct material to engage fan interest
JENKINS: FANDOM
Concept 3 outline
Fans use participatory culture to effect wider social change
JENKINS: FANDOM
Concept 3 deeper outline
Participatory culture is distinctly different from the commercial activities of Web 2.0
Participatory culture allows individuals to share and develop ideas with like-minded community
Participatory culture can create social change
JENKINS: FANDOM
Three theorists who might challenge
- Curran and seaton
- HESMONDHALGH
- Livingstone and Lunt
JENKINS: FANDOM
Vs Curran and seaton
Argue that the internet is dominated by an oligopoly of commercial companies thus minimising the potential effects of participatory
JENKINS: FANDOM
Vs HESMONDHALGH
Might agree that the internet has resulted in audience-producer convergence, but would argue that the media industry is still heavily reliant upon traditional marketing activities to reduce product risk
Media makers might engage in fan-based listening activities to construct or adapt products, but formulaic product design (using genre codes) remains a consistent focus of product content
JENKINS: FANDOM
Vs Livingstone and Lunt
Suggest that the global nature of the net and the volume of material uploaded make effective regulation very difficult.
New technology might open the media to democratising forces and the devolpment of new communities, but it is also open to potential abuse
SHIRKY: END OF AUDIENCE
Concept 1 outline
Everybody makes the media
SHIRKY: END OF AUDIENCE
Concept 1 deeper outline
Shirky highlights the revolutionary impact of digital technology in speeding up media production processes
Media consumption patterns have changed from a broadcast model that involves one sender and many recipients to many to many model
Traditional media, Shirky argues, uses a ‘filter then publish’ model to provide quality content
Shirky suggests that the internet has resulted in a ‘publish now, filter later’ model due to lower production costs and reduced entry barriers to media production
SHIRKY: END OF AUDIENCE
Concept 2 deeper outline
Audiences actively shape their own rules of engagement with professional media products
Digital technologies have resulted in an explosion of what Shirky calls ‘communities of practice’
SHIRKY: END OF AUDIENCE
Two theorists who might challenge
- Curran and seaton
- HESMONDHALGH
SHIRKY: END OF AUDIENCE
Vs Curran and seaton
Argue that the internet confuses to be dominated by an oligopoly of commercial companies
SHIRKY: END OF AUDIENCE
VS HESMONDHALGH
Might agree that the internet has resulted in audience - producer convergence, but would argue that the media industry is still heavily reliant upon traditional marketing activities to reduce potential risk
