Audience theorists

Question 1

Gerbner’s Cultivation theory

Answer 1

-Media can influence the audience over long periods of time
-People who wayxh a lot of TV are more lielyl to have a negative view of the world(mena world sydrome) and similar views(mainstreaming)

Question 2

Stuart Hall’s Reception theory

Answer 2

-Producers encode meaning(the preferred reading) through codes(e.g. genre)
-Audience either accept the preferred reading(dominant position), reject it(oppositional position) or accept some of it and modify it to fit their views(negotiated position)

Question 3

Jenkins’ Fandom theory

Answer 3

-Participaroty culture is the idea that new media allows audience to be creative participants
-Audience members become textual poachers,taking aspects from existing media to make their own content
-Convergence culture is where media is shared,adapted and consumed constantly
-Spreadable media is content thta is adapted by audience members for their own purpose

Question 4

Shirks end of audience theory

Answer 4

-Audiences actively create content and consume it, prosumerism
-various platforms still act as gatekeepers
-Cognitive surplus where people give time and effert of their own to creat something