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Flashcards in Audience Theorists Deck (13)
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What is Bandura's Theory called?

Media Effects


Summarise Bandura's Theory?

media can implant ideas in audience, get attitudes, emotional responses through modelling in media. representations of transgressive behaviour (violence, physical aggression) can lead to audience imitating.


What is Gerbner's Theory called?

Cultivation Theory.


Summaries Gerbners Theory?

Exposure to repeated patterns of representation for long period influence way people perceive world. Cultivation reinforces mainstream values (dominant ideologies.


What is Hall’s Theory called?

Reception Theory


Summaries Hall’s Theory?

Communication process involving encoding (producers) & decoding (audiences). 3 hypothetical positions where messages & meanings decoded. (Answer in other question)


What are Hall’s 3 hypothetical positions where messages & meanings decoded?

1. Preferred Reading: Dominant-hegemonic position,intended meaning (from encoder). Fully understood & accepted.
2. Negotiated Position: legitimacy of encoder’s message acknowledged generally, though message adapted or negotiated to


Summarise Gerbner's theory?

exposure to repeated patterns of representation over time can make people think differently about world. this is cultivation, this reinforces mainstream values.


What is Hall's theory called?

Reception theory.


Summarise Hall's Theory?

communication= encoding by producers and decoding by audiences. 3 positions where messages can be decoded. (preferred reading, negotiated reading and oppositional)


What is Jenkins theory called?



Summarise Jenkins Theory?

Fans active in construction and circulation of textual meanings.
Fans appropriate texts and read them not how producers wanted.
Fans construct their social land cultural identities through borrowing mass culture images. Part of participatory culture that has vital social dimension.


Summarise Shirky's theory? (audience)

Internet and digital technologies have had profound effect on relations between media and individuals.
Audience members as passive no longer due to internet- consumers now producers "speak back" to media. Audience create and share content with one another.