Key People - Audience

Question 1

GEORGE GERBNER

Answer 1

• The more an audience sees the same representations and messages through repetition the more they believe the ideas to be true.

Question 2

ALBERT BANDURA

Answer 2

• If an audience sees aggressive behaviour then they are likely to mimic it.

DOLL EXPERIMENT

Question 3

CLAY SHIRKY

Answer 3

• We are now more likely to use the internet to respond to texts, including creating our own.

Question 4

HENRY JENKINS

Answer 4

• The internet has allowed fans to gather and create their own texts and share their work.
• Instead of just consuming texts, audiences are now creating them.

Question 5

STUART HALL

Answer 5

• Producers want audiences to respond in a particular way to a text.
  PREFERRED READING: Where audiences respond to the text exactly in the way that the media producers wanted them to and understand the media producers intended message.

NEGOTIATED READING: Where the audience understand the messages but adapt it to suit their own values.

OPPOSITIONAL READING: Where the audience does not in any way agree with the intended meaning.