Audience

Question 1

Bandurra - Media effects

Answer 1

• Media can implant ideas directly in the mind of the audience
• The audience acquire attitudes, emotional responses and new styles of conduct through modelling
• Media representations of transgressive behaviour (violence) can lead to audience members to imitate those forms of behaviour

Question 2

Gerbner - Cultivation

Answer 2

• Exposure to repeated patterns of representation over long periods of time can shape the way people perceive the world
• Cultivations reinforces mainstream values (dominant ideologies)

Question 3

Stuart Hall - Reception

Answer 3

• Producers encode meanings, audience decodes
• 3 possible decodings
• Dominant-hedgemonic - encoder’s intended meaning
• Negotiated - the message is adapted
• Oppositional - the message is rejected

Question 4

Jenkins - Fandom

Answer 4

• Fans are active participants in the construction and circulation of textual meanings
• Fans appropriate texts and read them in ways not fully authorised by the producers
• Fans construct their social and cultural identities through borrowing and inflecting mass culture images and are part of a participatory culture that has a vital social dimension

Question 5

Shirky - End of Audience

Answer 5

• The internet has had a profound effect on the relations between media and individuals
• Audiences are no longer passive consumers but speak back to the media and respond with their own media