Media Audiences - Theory Flashcards
1
Q
What is a passive audience?
A
- refer to those people who watch and observe the media information without making sense. they are recognised as inactive receivers
- have low motivation to process information and focus on simple cues
- inactively involved in hearing something rather than listening
- merely observe the message instead of thinking about it and challenging it
2
Q
What is an active audience?
A
- refer to those who actively receive media information and make sense of the messages based on their social and personal contexts. They listen to the media messages rather than hearing them only
- active audiences pay full attention to receive information and interpret them to give feedback
3
Q
Hypodermic syringe model or needle
A
- implies that the mass media has a direct, immediate and powerful effect on its audiences, suggesting that audiences are passive.
- the model was coined by the frankfurters and suggested that the mass media could influence a very large group of people directly and uniformly by ‘injecting’ them with appropriate messages designed to trigger a desired response
- the model suggests a powerful and direct flow of information from the sender to the receiver
- expresses the view that media is a dangerous means of communicating an idea because the receiver or audience is powerless to resist the impact of the message, people are seen as passive and end up thinking what they are told because there is no other source of information
4
Q
Social learning theory - Albert Bandura - Bobo Doll experiment
A
- SLT theory emphasises the importance of observing, modelling, imitating the behaviours, attitudes and emotional reactions of others
- found that children who observed the aggressive model made more aggressive responses than those in non aggressive or control groups
- children are able to learn social behaviour such as aggression through the process of observation learning through watching the behaviour of another person.
5
Q
Cultivation Theory - George Gerbner
A
- The theory states that prolonged exposure to media content, especially violent or negative portrayals, can shape viewers’ perceptions of reality,leading them to believe that the world is more dangerous than it actually is.
- Gerbner stated that exposure to television over long periods of time cultivates standardised roles and behaviours. (stereotypes which the audience buys into as a construction of reality)
- Television acts as a conduit through which individuals learn about the values of the culture to which they belong.
6
Q
Socialisation - Cultivation theory
A
- refers to the process in which individuals learn and internalise the values and norms of their culture, media particularly television, serves as powerful agent of socialisation by presenting models of behaviour, relationships,societal roles.
7
Q
Standardisation - Cultivation theory
A
- refers to the way content becomes homogenised,presenting similar themes , characters and narratives across different shows and platforms, this influences audience expectations and perceptions, reinforcing dominant ideologies
8
Q
Enculturation - Cultivation theory
A
- the process through which individuals adopt the cultural norms and values of their society, media plays a crucial role in this process by repeatedly presenting cultural narratives and symbols, helping individuals their place within society
9
Q
Bardic function - Cultivation theory
A
- refers the role of media as a story teller or cultural historian, media narratives can reflect, reinforce or challenge societal values thus shaping collective memory and identity
10
Q
Mainstreaming - Cultivation theory
A
- occurs when heavy viewers regardless of their background, begin to share similar perceptions and beliefs about reality due to their consistent exposure to similar media content
11
Q
What is moral panic? - Stanley Cohen
A
- occurs when a group is identified as a threat to societal values, leading to heightened fear and concern among the public and media, this reaction involves exaggerated perceptions of the threat’s scale and impact
12
Q
What are folk devils? - Stanley Cohen
A
- individuals or groups that are portrayed as the source of societal fears and anxieties, often scapegoated for broader social issues
13
Q
Users and Gratifications Theory (UGT)
A
- a framework for understanding why individuals seek out specific media to fulfil various needs and desires
14
Q
Active audiences - UGT
A
- states that audiences are not passive consumers of media, instead they actively choose media that meets their specific needs
15
Q
Stuart Hall - Reception theory
A
- media, although it has some inherent meaning, the audience who watch it or experience it make a meaning.
16
Q
Conceptual maps - Stuart Hall
A
- everyone has a conceptual map based on your experiences in life, the conceptual map which you have will be a key factor in how you think or engage with media texts
17
Q
Encoding - Stuart Hall
A
- the encoded messages usually contain shared rules and symbols common with other people
18
Q
Decoding - Stuart Hall
A
- decoding would be a successful deliver only if the message sent by the encoder is understood completely to its content as it was intended.
19
Q
Who are prosumers?
A
- fans who actively engage in creating content such as (fan fiction,videos,art) while also consuming media
20
Q
Jenkins’ participatory culture
A
- a cultural shift where consumers actively engage in the creation and sharing of media, encourages collaboration, sharing, community involvement, allowing fans to contribute to and shape the media landscape
21
Q
Jenkins’ Textual poaching
A
- refers to how fans poach elements from existing media texts to create new meanings or narratives, can include remixing, fan fiction, or other forms of expression that reinterpret original works, showcasing fans’ agency in shaping cultural narratives
22
Q
What are Digital natives?
A
- refers to the generation that has grown up with digital technology and the internet, they are comfortable with interacting with media in ways that differ from previous generations, impacting how they consume and create content
23
Q
What is We the Media?
A
- emphasises that ordinary individuals, empowered by digital tools can create and distribute media content, challenging traditional media gatekeepers, highlights the democratisation of media production and consumption
24
Q
What is Web 2.0?
A
- refers to the second generation of the internet, characterised by user-generated content, interactivity, and social networking, this allows users to collaborate, share, and participate actively in the creation of content
25
Q
What is Convergence?
A
- describes the merging of different media platforms and technologies where content can flow across multiple channels, this interconnectedness changes how audiences engage with media and allows for more participatory experiences
26
Q
Clay Shirky’s Mass Amateurisation
A
- argues that the internet has enabled mass amateurisation, where ordinary people can produce and share content widely, this shift has transformed the media landscape, allowing diverse voices and perspectives to emerge.
27
Q
Clay Shirky’s Cognitive Surplus
A
- refers to the idea that people have more free time and creative energy available due to digital connectivity, this allows individuals to collaborate on projects, share knowledge, and contribute to culture in meaningful ways, often resulting in innovative content creation
