Media Theorists- Audiences
- Created by: Ishara
- Created on: 18-05-22 15:33
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- Media Theorists - Audience
- Media Effects- Albert Bandura
- media can implant ideas in the minds of the audience directly
- audience aquirres attitudes, emotional responses and new styles of conduct through modelling
- representations are transgressive behaviour, such as violence or physical aggression, can lead the audience to imitate those forms of behaviour
- Key Words
- Implant
- Modelling
- Transgressive
- Cultivation Theory- George Gerbner
- exposure to repeated patterns of representation over long periods of time can shape and influence the way in which people perceive the world around them
- cultivation reinforces mainstream values (dominant ideologies)
- Key Words
- Ideologies
- Repeated Paterns
- Reception Theory- Stuart Hall
- the encoder's preferred reading is fully understood and accepted by audiences
- the message is negotiated to better fit the decoder's audiences' own individual experiences or context
- encoder's message is understood but the decoder disagrees with it, reading it in a oppositional way
- Key Words
- Preferred
- Negotiated
- Oppositional
- Fandom- Henry Jenkins
- fans are active PP in the construction and circulation of contextual meanings
- fans construct their social and cultural identities through borrowing, a participatory culture that has a vital social dimension
- fans are appropriate texts and read them in ways the are not fully authorised by the media producers
- Key Words
- Textual Poaching
- Active
- Identities
- The End of Audience- Clay Shirky
- media consumers have now become producers who 'speak back to' the media in various ways
- everybody makes media. Audience members are creating and sharing content with one another
- Key words
- Make Media
- Speak Back
- Media Effects- Albert Bandura
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