Audience Theory

Question 1

Stuart Hall

Answer 1

Audience - The idea that different members of the audience will either be passive or active in their interaction and take different readings of the product:
Oppositional
Dominant
Negotiable

Question 2

George Gerbner

Answer 2

Cultivation theory - The idea that the media can easily corrupt an audience which may take everything they read as fact whether it is or not. This may create misrepresentations and misinformation.

Question 3

Albert Bandura

Answer 3

Emotional manipulation - The idea that the media creates an emotion within their product in order for the audience to exhibit later on. This creates a further layer of covert involvement.

Question 4

Henry Jenkins

Answer 4

Participatory - When the audience begins to create their own media it creates a far more widespread media within small fan-bases as well as generally.

Question 5

Clay Shirky

Answer 5

The end of audience - Due to the ease of use of the internet, the “passive audience” is becoming endangered as anyone can upload content with little limitations.