audiences Flashcards
Media effects - Albert Bandura (1)
the media can implant ideas in the mind of the audience directly
Media effects - Albert Bandura (2)
audiences acquire attitudes, emotional responses and new styles of conduct through modelling
Media effects - Albert Bandura (3)
media representations of transgressive behaviour, such as violence or physical aggression, can lead audience members to imitate those forms of behaviour.
Cultivation theory - George Gerbner (1)
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)
Cultivation theory - George Gerbner (2)
cultivation reinforces mainstream values (dominant ideologies).
Reception theory - Stuart Hall (1)
communication is a process involving encoding by producers and decoding by audiences
Reception theory - Stuart Hall (2)
there are three hypothetical positions from which messages and meanings may be decoded: dominant/preferred reading, negotiated or oppositional reading
Fandom - Henry Jenkins (1)
fans are active participants in the construction and circulation of textual meanings
Fandom - Henry Jenkins (2)
fans appropriate texts and read them in ways that are not fully authorised by the media producers (‘textual poaching’)
Fandom - Henry Jenkins (3)
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.
‘End of audience’ theories - Clay Shirky (1)
the Internet and digital technologies have had a profound effect on the relations between media and individuals
‘End of audience’ theories - Clay Shirky (2)
the conceptualisation of audience members as passive consumers of mass media content is no longer tenable in the age of the Internet, as media consumers have now become producers who ‘speak back to’ the media in various ways, as well as creating and sharing content with one another.
