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Media Studies > Audience Theories > Flashcards

Audience Theories Flashcards

1
Q

In Bandura’s media modelling theory, what are his main points?

A

How our environments effect our behaviours

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2
Q

What is modelled learning in Banduras theory?

A

Social learning can occur as a result of first hand experience

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3
Q

What is representational modelling?

A

Social learning can occur by watching others experiences (can be in person or on social media)

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4
Q

What is desensitation?

A

It normalises (desensitizes) violent/disturbing behaviours as a result of repeated exposure

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5
Q

What is Gerbner’s main exploration for his cultivation theory?

A

To explore the attitude changes that are made when watching television conflict

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6
Q

What has mass media replaced?

A

Other institutions (religion etc) by becoming the main conductor of symbolic storytelling

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7
Q

Why is storytelling so important in Gerbner’s theory?

A

It plays a big role in shaping attitudes & social values

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8
Q

What is homogenization?

A

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

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9
Q

How does television have a homogenising effect on society?

A

Audiences watch and engage in the same symbolic stories due to mass media

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10
Q

What is mean world syndrome?

A

The attitude people have because television is full of violence which cultivates widespread fear through society

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11
Q

What is renosance?

A

The process of amplifying an idea, attitude or belief that already exists in society, through the use of media consumption

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12
Q

What is stigmatisation?

A

The process of demonising groups, individuals or ideas through media representation

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13
Q

What is symbolic power?

A

Those who are portrayed as i power in the media are legitimised as real world power sources

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14
Q

What does Stuart Hall mean by encoding?

A

When media producers make products that communicates meaning & messages for audiences

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15
Q

What does Stuart Hall mean by decoding?

A

When media audiences read and understand the messages producers have constructed

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16
Q

What are the three types of readings Stuart Hall believes in?

A

Dominant Reading
Negotiated Reading
Oppositional Reading

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17
Q

What is dominant reading?

A

It occurs when audiences knowingly decodes messages in the way that’s intended by producers

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18
Q

What is Negotiated reading?

A

It occurs when audiences resist but accept the messages constructed by producers

19
Q

What is Oppositional reading?

A

When audiences use their own knowledge, beliefs or experiences to construct their own message instead of the one intended

20
Q

What does it mean by misreading?

A

When audiences fail to decode intended messages

21
Q

Why can misreading occur?

A

The intended message may have been too complex or illegible

22
Q

What is hegemony?

A

A set of ideas that dominates within society, which are usually framed by the groups who are in power

23
Q

What is medias role in hegemony?

A

Media has a key role of distributing hegemonic messages to all sections of society

24
Q

What does Henry Jenkins mean by creative scaffolding in his fandom theory?

A

That audiences craft their own personal own readings products

25
Q

What is textual poaching?

A

Appropriating media products for purposes that were not originally intended

26
Q

What is textual poaching in the digital age?

A

Fan art
Fanfiction
Video parodies
Etc

27
Q

What is audience producer convergence?

A

Its how digital technologies brought audiences together with media producers

28
Q

What is fan labour?

A

It is work executed by fans & audiences to distribute/construct media to large companies

29
Q

Why can fan labour be beneficial?

A

Producers can use it to promote & market media

30
Q

What is participatory culture?

A

The use of DIY media by audiences to make change or share information

31
Q

Why can participatory culture be beneficial for audiences?

A

Allows individuals to share & develop ideas within a like minded audience

32
Q

What is cyber dystopian?

A

The belief that digital technology have an adverse effect on society

33
Q

What is cyber utopianism?

A

The belief that digital media can & is creating positive social change

34
Q

What is media democratisation?

A

Placing power in the hands of ordinary audience members

35
Q

What does Clay Shirky state about the impact of digital technology (end of audience theory) ?

A

It speeds up the process of media production

36
Q

What is communities of practice?

A

The internet roll out has placed mass communication tools in the hand of audiences, making it so ordinary people can organise & communicate social change whenever

37
Q

What does Shirky believe traditional media use?

A

A ‘filter then publish’ model to provide quality content

38
Q

What does Shirky believe the interest has resulted in?

A

A ‘publish now, filter later’ model due to lower production costs & reduced entry barriers

39
Q

What is Broadcast media?

A

It acts like a megaphone which enables many sources of communication to individuals

40
Q

What is Communication media?

A

In which senders and receivers are engaged in private conversations

41
Q

What is the digital communications convergence?

A

The merge of both broadcast & communications media effects

42
Q

What is gatekeeping?

A

The limiting of access to information

43
Q

What is mass amateurisation?

A

Use of digital media by everyday audiences to produce broadcast media

44
Q

What is second screening?

A

Occurs when viewing traditional media while also engaging in other content on a different device

Media Studies (11 decks)

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