AUDIENCE THEORIES

Question 1

Bandura - media effects

Answer 1

media representations can directly and indirectly influence audience values and behaviours

Question 2

Bandura usefulness point and example from either daily mail or the guardian

Answer 2

-supports the argument of those who think newspapers should be regulated to avoid public harm
-would most apply to strongly delivered paper messages that are consistent across newspapers (terrorism/corona/brexit)
examples: the guardian self regulates, dm joined ipso voluntarily
audiences can be swayed and influenced by papers political views / bias

Question 3

Bandura limitations point and daily mail / guardian example

Answer 3

online newspaper messages may often be challenged by audiences in comments, tweets or other posts, which would reduce effect of the original message

Question 4

Cultivation theory - Gerbner

Answer 4

the media can influence audience perceptions of the world over a long period of time through the repetitions of similar messages

Question 5

Gerbner usefullness point and daily mail / guardian example

Answer 5

would mostly apply to strongly delivered newspaper messages that are consistent across newspapers e.g corona, terrorism
example: newsheadlines repeat certain ongoing stories, presented through the editors and journalists own views, so audiences may be swayed depending on how much they consume, they may start to create their own ideologies from the content

Question 6

gerbner limitations point and daily mail / guardian example

Answer 6

online news messages may be often challenged by audiences in comments, reducing effect if original messages
example: the daily mail and guardian both have online presences, on social medias too, allowing people to interact with the news

Question 7

reception theory stuart hall

Answer 7

producers encode preferred meanings into media texts, which audiences respond in one of three ways

Question 8

Hall usefullness point and daily mail / guardian example

Answer 8

draws attention to the range of different possible audience readings of a news papers messages and values while acknowledging the role of power in creating dominance within news paper messages and values
Examples: different categories depending on audience political affiliation

Question 9

hall limitations point and daily mail / guardian example

Answer 9

assumes that there is one dominant meaning to which audience responds - does not fit messages with a multitude of different possible readings
Examples: not everything produced may have an indented meaning behind from producers, may just generally be the intention of sharing news