Media Audience theories

Question 1

What is Blumler and Katz theory?

Answer 1

Uses and gratification.
reasons why audiences might choose to consume certain products.
1. entertainment
2. education
3. social interaction
4. identification and relatability

Question 2

What is Henry Jenkins theory?

Answer 2

Fandom Theory.
The idea that fans are active participants in the construction and circulation of textual meaning.
Fans can construct their own meanings and share them with other fans.

Question 3

What is Bandura’s theory?

Answer 3

Media effects.
The media we consume can impact on the behaviour of the audience.
behaviour we see in the media such as violence or physical aggression, can lead the audience to imitate those forms of behaviour.

Question 4

What is Clay Shirky’s theory?

Answer 4

End of audience theory.
the idea that this new technological world has made audiences more active.
audiences are no longer passive consumers.
audiences now expect a level of interactivity with products.

Question 5

What is Stuart Halls theory?

Answer 5

Reception theory.
communication through media texts is a process involving encoding by producers and decoding by the audience.
Preferred reading
Negotiated reading
oppositional reading

Question 6

What is Gerbner’s Theory?

Answer 6

Cultivation theory
The exposure of repeated representations cultivate and grow over time and change the perceptions or behaviour of the audience.