Audience Theorists

Question 1

What is Bandura’s Theory called?

Answer 1

Media Effects

Question 2

Summarise Bandura’s Theory?

Answer 2

media can implant ideas in audience, get attitudes, emotional responses through modelling in media. representations of transgressive behaviour (violence, physical aggression) can lead to audience imitating.

Question 3

What is Gerbner’s Theory called?

Answer 3

Cultivation Theory.

Question 4

Summaries Gerbners Theory?

Answer 4

Exposure to repeated patterns of representation for long period influence way people perceive world. Cultivation reinforces mainstream values (dominant ideologies.

Question 5

What is Hall’s Theory called?

Answer 5

Reception Theory

Question 6

Summaries Hall’s Theory?

Answer 6

Communication process involving encoding (producers) & decoding (audiences). 3 hypothetical positions where messages & meanings decoded. (Answer in other question)

Question 7

What are Hall’s 3 hypothetical positions where messages & meanings decoded?

Answer 7

1. Preferred Reading: Dominant-hegemonic position,intended meaning (from encoder). Fully understood & accepted.
2. Negotiated Position: legitimacy of encoder’s message acknowledged generally, though message adapted or negotiated to

Question 8

Summarise Gerbner’s theory?

Answer 8

exposure to repeated patterns of representation over time can make people think differently about world. this is cultivation, this reinforces mainstream values.

Question 9

What is Hall’s theory called?

Answer 9

Reception theory.

Question 10

Summarise Hall’s Theory?

Answer 10

communication= encoding by producers and decoding by audiences. 3 positions where messages can be decoded. (preferred reading, negotiated reading and oppositional)

Question 11

What is Jenkins theory called?

Answer 11

Fandom

Question 12

Summarise Jenkins Theory?

Answer 12

Fans active in construction and circulation of textual meanings.
Fans appropriate texts and read them not how producers wanted.
Fans construct their social land cultural identities through borrowing mass culture images. Part of participatory culture that has vital social dimension.

Question 13

Summarise Shirky’s theory? (audience)

Answer 13

Internet and digital technologies have had profound effect on relations between media and individuals.
Audience members as passive no longer due to internet- consumers now producers “speak back” to media. Audience create and share content with one another.