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