Theorists - Audience

Question 1

Bandura (Media Effects)

Answer 1

Bandura believes that the media can influence people directly and that media representations of aggressive or violent behavior can lead to imitation.

Question 2

Gerbner (Cultivation Theory)

Answer 2

Gerbner believes that exposure to television over long periods of time cultivates standardised roles and behaviours. Heavy users of television are more likely to develop mean world syndrome.

Question 3

Hall (Reception Theory)

Answer 3

Hall believes that media producers encode “preferred meanings” into texts but may be “read” by their audiences in a number of different ways. Dominant,Negotiated and oppositional.

Question 4

Jenkins (Fandom)

Answer 4

Jenkins believes that audiences can become texual poachers and can be active and creative participants rather than simply passive consumers. Conent can now be adapted by audience members for their own purpose.

Question 5

Shirky (End of Audience)

Answer 5

Shirky believes that new and digital media enables prosumers to create and that audiences are no longer seen as a single mass of people.