Theories Audiences

Question 1

Media effects - Albert Bandura

Answer 1

Audience often mimic behaviour from media.

Question 2

Cultivation theory - George Gerbner

Answer 2

The more we see the same representations and messages, the more we believe they are true.

Question 3

Reception theory - Stuart Hall

Answer 3

Producers want audiences to respond in a particular way to a text.

Preferred reading, oppositional reading and negotiated reading.

Question 4

Fandom - Henry Jenkins

Answer 4

Audiences instead of consuming texts, they are creating them.

Question 5

‘End of audience’ theories - Clay Shirky

Answer 5

• The idea that the Internet and digital technologies have had a profound effect on the
  relations between media and individuals
• The idea that the conceptualisation of audience members as passive consumers of
  mass media content is no longer tenable in the age of the Internet, as media
  consumers have now become producers who ‘speak back to’ the media in various
  ways, as well as creating and sharing content with one another.