Theorist-Audience Flashcards
Albert Bandura-Media Effects
Media can implant in the mind of the audience directly
The media we consume
Impact on the behaviours of the audience
Representations of transgressive behaviour
Violence or physical aggression can lead the audience to intimate those forms of behaviours
George Gerbner-Cultivation theory
Exposure to repeated patterns of representations can influence how we see the world
Exposure of repeated representations
Cultivate and grow over time and change the perceptions or behaviour of the audience
Dominance of certain ideologies
Depend on the frequency of it being presented
Stuart Hall-Reception theory
Communication through media texts is a process involving encoding by producers and decoding by audiences
Preferred reading
Audience accept the intended message
Negotiated reading
Audience take away some of the intended message
Oppositional reading
Audience reject all of the intended message
Audience members
Are different and will respond in different ways to the messages and values offered
Henry Jenkins-Fandom
Fans are active participants in the construction and circulation of textual meaning
Fans
Construct their own meanings and share these with other fans
Textual poaching
Audience taking a media product and remaking or reworking it to create their own meaning
Interactivity
Fans to ‘speak-back’ and let producers know what they want and what they think of their media products
