Audience Theorists

Question 1

What is Bandura’s theory? 2 Parts

Answer 1

Hypodermic Needle Theory: The media injects the audience with ideas. For example, seeing a size 0 model reinforces that we need to be skinny in order to be beautiful.
Bobo doll: Audiences will imitate what they see in the media.

Question 2

What is Stuart Hall’s theory?

Answer 2

Types of readings:

1) Preferred, agree
2) Oppositional, disagree
3) Negotiated, partly disagree

This will be affected by the audiences identity for example; gender, ethnicity, age, class, sexuality

Question 3

What is Henry Jenkin’s theory?

Answer 3

Fandom Theory:
Audiences are an important part of media products as fans pay a big part in the production. They are a big part of distributing films as they share trailers etc online. And even are involved in the content of Zoella.

Question 4

What is Clay Shirky’s theory?

Answer 4

End of audience theory:
We are no longer a passive audience, instead, we interact and challenge what is being said. We now read newspapers online as we are able to publicly comment on them.

Question 5

What is George Gerbner’s theory?

Answer 5

Cultivation theory:
The media generally tends to repeat representations of people/groups and then the audience accept those representations and apply them to the real world. For example, black people as being deviant and criminal