Audience Theories

Question 1

List all Audience Theories

Answer 1

Media Effects - Bandura
Cultivation Theory - Gerbner
Reception Theory - Hall
Fandom - Jenkins
‘End of Audience’ - Shirky

Question 2

Media Effects - Bandura

Answer 2

Media can directly implant ideas in the audience’s mind.
Audiences acquire attitudes and behaviors through modeling.

Question 3

Cultivation Theory - Gerbner

Answer 3

Repeated exposure to media representation shapes audience perceptions over time.
Cultivation reinforces mainstream values.

Question 4

Reception Theory - Hall

Answer 4

Communication involves encoding by producers and decoding by audiences.
Decoding positions include dominant-hegemonic, negotiated, and oppositional.

Question 5

Fandom - Jenkins

Answer 5

Fans actively participate in constructing and circulating textual meanings.
Fans appropriate and read texts in ways not fully authorized by media producers.

Question 6

‘End of Audience’ - Shirky

Answer 6

Internet and digital technologies redefine the relationship between media and individuals.
Traditional passive audience conceptualization is no longer valid; audiences are now producers who interact with and create content.