Audience Theory

Question 1

What is Albert Bandura’s ______ theory?

Answer 1

Media Effects
* the idea that the media can implant ideas in the mind of the audience directly

Question 2

What is George Gerbner’s _____ theory?

Answer 2

Cultivation
* the idea that exposure to repeated patterns of representation over long periods of time
can shape and influence the way in which people perceive the world around them (i.e.
cultivating particular views and opinions)

Question 3

What is Stuart Hall’s _____ theory?

Answer 3

reception
* the idea that there are three positions from which messages and meanings may be decoded:
intended, preferred, oppositional

Question 4

What is Henry Jenkin’s ____ theory?

Answer 4

Fandom
* the idea that fans construct their social and cultural identities through borrowing and inflecting mass culture images, and are part of a participatory culture that has a vital social dimension.

Question 5

What is Clay Shirky’s _________ theory?

Answer 5

End of Audience
* the idea that the Internet and digital technologies have had a profound effect on the relations between media and individuals