Media theorists - audience

Question 1

What was gerbners theory?

Answer 1

• Gerbners theory was cultivation theory
• The media generally tends to repeat representations of people and things over and over again leading to the effects of the media building up over time

Question 2

What was Jenkins theory?

Answer 2

Jenkins theory is fandom theory.

Jenkins believes that fans play a key role in the media, they may play a role in production by giving producers ideas.

Textual poaching = audiences taking a media product and remaking it to create their own meaning

Question 3

What was Shirley’s theory?

Answer 3

Shirkys theory is end of audience theory

Shirks believes that audiences are no longer passive, and are now more active, wanting to interact with media due to technology

Question 4

What was banduras theory?

Answer 4

Banduras theory is media effects theory

Banduras conducted the bobo doll experiment where he discovered that children would copy behaviour they saw, particularly violence

Question 5

What was halls reception theory?

Answer 5

Hall believes that media products are encoded with ideas / messages by the producers that make them

The producers hope that the audience can decode that message and take away the meaning intended.

There is: preferred reading, oppositional reading, negotiated reading

Question 6

What are all the audience theorists?

Answer 6

• Gerbner
• Jenkins
• Shirky
• Banduras
• Hall (reception)