audiences

Question 1

uses & gratifications - katz

Answer 1

suggests that the audience determines what to do with the media rather than the media simply influencing the audience directly

Question 2

bandura - media effects

Answer 2

media can implant ideas in the mind of the audience directly
media representations of transgressive behaviour, such as violence or physical aggression can lead audience members to imitate those forms of behaviour

Question 3

cultivation theory - george gerbner

Answer 3

the more we see the same representations and messages the more we believe they are true

Question 4

stuart hall - reception

Answer 4

communication is a process involving encoding by producers and decoding by audiences
3 positions from which messages & meanings may be decoded
- dominant hegemonic position - encoders intended meaning
- negotiated position - legitimacy of encoders message is generally acknowledged although the message is adapted
- oppositional position - encoders message is understood but the decoder disagrees with it

Question 5

end of audience - clary shirky

Answer 5

internet and digital tech have had a profound effect on the relations between media and individuals

Question 6

fandom - henry jenkins

Answer 6

fans are active participants in the construction and circulation of textual meanings
fans construct their social and cultural identities through borrowing and inflecting mass culture images