audiences theorist names

Question 1

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

Answer 1

Albert Bandura’s

Question 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)

Answer 2

George Gerbner’s

Question 3

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

Answer 3

Stuart Hall’s

Question 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. Henry Jenkin’s

Answer 4

Henry Jenkin’s

Question 5

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

Answer 5

Clay Shirky’s