Aud
Bandura
media effects
The media can implant ideas in the mind of the audience directly
Audiences acquire attitudes, emotional responses and new styles of conduct through modelling
Media representations of transgressive behavior, such as violence or physical aggression, can lead audience members to imitate those forms of behavior
Aud
Gerbner
cultivation
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 (i.e. cultivating particular views and opinions)
Cultivation reinforces mainstream values (dominant ideologies).
Aud
Stuart hall
Reception
Communication is a process involving encoding by producers and decoding by audiences
There are three hypothetical positions from which messages and meanings may be decoded:
dominant-hegemonic position: the encoder’s intended meaning (the preferred reading) is fully understood and accepted
negotiated position: the legitimacy of the encoder’s message is acknowledged in general terms, although the message is adapted or negotiated to better fit the decoder’s own individual experiences or context
oppositional position: the encoder’s message is understood, but the decoder disagrees with it, reading it in a contrary or oppositional way
Aud
Jenkins
Fandom
Fans are active participants in the construction and circulation of textual meanings
Fans appropriate texts and read them in ways that are not fully authorized by the media producers (‘textual poaching’)
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.
Aud
Shirky
End of audience
The Internet and digital technologies have had a profound effect on the relations between media and individuals
The conceptualisation of audience members as passive consumers of mass media content is no longer tenable in the age of the Internet, as media consumers have now become producers who ‘speak back to’ the media in various ways, as well as creating and sharing content with one another.
Blumer and katz - uses and gratification
Media audiences take an active role in interpreting and integrating media into their own lives.
Audiences are responsible for actively choosing media to meet their needs and fulfill specific gratifications which can be grouped under four headings:
diversion (including the escape from the constraints of routine and the burdens of problems, and emotional release)
personal relationships (including substitute companionship as well as social utility)
personal identity (including personal reference, reality exploration, and value reinforcement)
surveillance
