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theorists - audiances
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Cards (10)
stuart hall - reception theory
audiances are
no longer passive consumers
but are
active consumers.
links to the
theory of roland barthes denotation and connotation
there is
encoding by producers
and
decoding by audiances
and these can have
diffrent readings
Prefered reading - intended message
Negociated reading
- the
message is understand
but
adapted by audianes to suit there own values
Opositional reading
-
audiances disagree
with the
inteneded message
reception theory
stuart hall
Albert Bandura - effects debate (only in video games)
our
behaviors are not governed by gentics but by our human enviroment
this
shapes the way we behave
for example if audiances
see agressive behavior they will mimic it
effects debate
Albert Bandura
Clay Shirky - end of audiance
internet and technology
have had a
profound effect on the releshians between media and audiances.
audiance members are no longer passive consumers
they are
now producers
who
speak back to the media
we now
use the internet to respond to texts or create our own
end of audiance
clay shirky
Henry Jenkins - participatory culture
fans are active participants
his
theory links to stuart hall
fans
often
produce opositional responces
to the meanings intented by the producers
fans approriate texts
and
read them in ways that are not fully authorised
by the
media producers
this is called
textual poaching
internet has allowed fans to gather
and
create their own texts
audiances are creating texts
participatory culture
Henry Jenkins
George Gerbner - cultivation theory
focused on screen depictions of violence
and the
attitudal changes prevoked by watching them
exposure to repated patterns of representations
can
change the way we percieve the real world
news based violence
is
just as bad
as it
pushes violence to the forefront of news
we see these representations as true
cultivation theory
George Gerbner
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