audience theories

Question 1

Shirky - End of Audience theory

Answer 1

The idea that the internet and digital technologies have had a profound effect of the relations between media and individuals.

Question 2

Cultivation theory - Gerbner

Answer 2

The repeated exposure of ideas over long periods of time can shape and influence the way in which people perceive the world around them. Cultivation reinforces the mainstream values. (Dominant ideologies)

Question 3

Reception Theory - Stuart Hall

Answer 3

Dominant - the preferred reading to a text. For example they get sad when reading something sad.
Negotiated - the reader partly reads the media text how it was intended.
Oppositional - The reader does not share the programmes message and rejects the preferred reading.