Audience theory Flashcards
What is Stuart halls reception theory
Messages and ideologies encoded in media products and decoded differently by different audiences
3 readings (Stuart hall)
Preferred- agree with ideologies
Negotiated- agree with some parts- may lack understanding
Oppositional- disagree
What does Stuart hall say affects reading
Situated culture Cultural experience Cultural competence Demographics Psychographic
What is banduras theory 3 strands
Aggression can be learnt if models are observed
Imitation likely if rewarded
Enjoyment is reward
How does banduras theory link to video games
Aggression shown in games may be imitated but it isn’t like real life
What is Gerbners cultivation theory
Repeated exposure to representations in the media influence perception of reality
What does cultivation do
Reinforces dominant ideologies and can make ideologies more widespread
What is Jenkins fandom theory
Communities of people who share enjoyment of an aspect of pop culture and have opportunities for creative expression as prosumers
What is textual poaching (Jenkins)
Remaking/using a product to create own meanings e.g fanfic or art
What is Shirkys end of audience theory
Audiences have a changing consumption of media and relationship with producers (more active)- filter content and comment etc
