Audiences

Question 1

Bandura Media effects

Answer 1

the idea that the 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
audiences acquire attitudes, emotional responses and new styles of conduct through modelling

Question 2

Cultivation theory - George Gerbner

Answer 2

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
cultivation reinforces mainstream values

Question 3

Reception theory - Stuart Hall

Answer 3

the idea that communication is a process involving encoding by producers and decoding by audiences

Question 4

dominant reading

Answer 4

the encoder’s intended meaning (the preferred reading) is fully understood and accepted

Question 5

negotiated reading

Answer 5

the legitimacy of the encoder’s message is acknowledged in general terms, although the message is adapted or negotiated to better fit the decoder’s own individual experiences

Question 6

oppositional reading

Answer 6

the encoder’s message is understood, but the decoder disagrees with it, reading it in a contrary

Question 7

Fandom - Henry Jenkins

Answer 7

the idea that fans are active participants in the construction and circulation of textual meanings
the idea that fans appropriate texts and read them in ways that are not fully authorised by the media producers

Question 8

‘End of audience’ theories - Clay Shirky

Answer 8

The Internet and digital technologies have had a profound effect on the relations between media and individuals