Audiences Flashcards
Reception Theory
Stuart Hall
- meaning in media texts is created through the interaction between the text and the audience
- there are three ways for an audience to decode messages: preferred reading, negotiated reading or oppositional reading
- viewers interpret media content based on their own experiences, beliefs, and social contexts
Cultivation Theory
George Gerbner
- prolonged and repeated exposure to the media can shape perceptions of reality
- viewers of media are likely to adopt beliefs or attitudes that are represented in the media through a distorted version of reality, especially with violence and social stereotypes
- media cultivates a shared, but often unrealistic, worldview that influences how people understand their environment and society
