theorists - audiances

• 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