audiences

Question 1

media effects theory - Albert Bandura - the effects that media has on audiences.

Answer 1

-media is capable of implanting idea directly into the minds of its audience.
-media representation of transgressive or antisocial behaviour can lead audiences to imitate those forms of behaviour.

Question 2

cultivation theory - George Gerbner - the effects media have on audiences.

Answer 2

-repeated exposure to patterns of representation over long periods of time shape and influence the way the audience perceives the world.
-cultivation reinforces mainstream or dominant ideologies.

Question 3

reception theory - Stuart Hall - encoding and decoding.

Answer 3

• communication is the process involving encoding by the producers and decoding by the audience.
  3 HYPOTHETICAL POSTIONS
  1.) DOMINANT HEGEMONIC POSITION - the encoder’s intended meaning is fully understood and accepted.
  2.) NEGOTIATED POSITIONING - the legitimacy of the encoder’s message is acknowledged but not fully understood.
  3.) OPPOSITIONAL POSITIONING - the encoder’s message is understood but the decoder disagrees with it.

Question 4

fandom - Henry Jenkins - exploring fan’s participation in culture.

Answer 4

-fans are active participants in the construction and circulation of textual meanings.
-fans construct their social and cultural identities by borrowing and inflecting mass culture images which offers social dimensions.

Question 5

end of audience theory - Clay Shirky - exploring the relationship between digital media production and consumption.

Answer 5

-the internet and digital technologies have a profound effect on the relations between media and individuals.
-audience members are no longer passive consumers of mass media and now have the ability to ‘speak back to’ media.
-media consumers engage in creating and sharing content.