Audience Theories Flashcards
In Bandura’s media modelling theory, what are his main points?
How our environments effect our behaviours
What is modelled learning in Banduras theory?
Social learning can occur as a result of first hand experience
What is representational modelling?
Social learning can occur by watching others experiences (can be in person or on social media)
What is desensitation?
It normalises (desensitizes) violent/disturbing behaviours as a result of repeated exposure
What is Gerbner’s main exploration for his cultivation theory?
To explore the attitude changes that are made when watching television conflict
What has mass media replaced?
Other institutions (religion etc) by becoming the main conductor of symbolic storytelling
Why is storytelling so important in Gerbner’s theory?
It plays a big role in shaping attitudes & social values
What is homogenization?
When different news outlets all tell the same story, from the same sources, which result in the same message all around with only slight differences
How does television have a homogenising effect on society?
Audiences watch and engage in the same symbolic stories due to mass media
What is mean world syndrome?
The attitude people have because television is full of violence which cultivates widespread fear through society
What is renosance?
The process of amplifying an idea, attitude or belief that already exists in society, through the use of media consumption
What is stigmatisation?
The process of demonising groups, individuals or ideas through media representation
What is symbolic power?
Those who are portrayed as i power in the media are legitimised as real world power sources
What does Stuart Hall mean by encoding?
When media producers make products that communicates meaning & messages for audiences
What does Stuart Hall mean by decoding?
When media audiences read and understand the messages producers have constructed
What are the three types of readings Stuart Hall believes in?
Dominant Reading
Negotiated Reading
Oppositional Reading
What is dominant reading?
It occurs when audiences knowingly decodes messages in the way that’s intended by producers
What is Negotiated reading?
It occurs when audiences resist but accept the messages constructed by producers
What is Oppositional reading?
When audiences use their own knowledge, beliefs or experiences to construct their own message instead of the one intended
What does it mean by misreading?
When audiences fail to decode intended messages
Why can misreading occur?
The intended message may have been too complex or illegible
What is hegemony?
A set of ideas that dominates within society, which are usually framed by the groups who are in power
What is medias role in hegemony?
Media has a key role of distributing hegemonic messages to all sections of society
What does Henry Jenkins mean by creative scaffolding in his fandom theory?
That audiences craft their own personal own readings products
