- Created by: VanesszaF
- Created on: 22-04-19 18:52
- Exposure to repeated patterns of representation over long peroiods of time can shape and influence the way people precive the world around them.
- Cultivation reinforces mainstream values.
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- Fans are active participants in the construction and circulation of meanings.
- Textual poaching: Fans appropiate texts and read them in ways that aren't authorised by creators.
- Participatory culture: Fans construct their social identities through mass cultural images.
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Shirky: End of Audience
- The internet has had a profound effect on the relations between media and individuals.
- Audience members as passive consumers of mass media is no longer tenable in the age of the internet-media consumers are now the producers who 'speak back' to the media.
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Bandura: Media Effects Theory
- The media can implant ideas in the mind of the audience directly as they are passive.
- Audiences acquire attitudes, emotioanl responses and new conduct via modelling.
- Representations of transgressive behaviour are irritable.
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Hall: Reception Theory
- Communication is a process of encoding by producers and decoding by audiences, 3 hypothetical positions to decode meaning:
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Young & Rubicam: 4 Consumers
7 Types of media product consumer (Psychographics):
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Katz & Lazarfeld: 2 Step Flow Model
- Like the hypodermic Needle model only a intermediary is introduced.
- Opinion leaders: The individuals with the most access and understanding of the media influence and intervine between message and audience.
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Maslow: Hierarchy of needs
A basic model of human motivation- why anyone does or needs anything:
- Physiological Needs
- Safety Needs
- Love Needs
- Esteem Needs
- Self Actualisation Needs
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Katz & Blumler: Uses and Gratifications
Assumes the audience is active and consumes media for 4 different purposes and functions:
- Personal Identity
- Personal Relationships
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