Audience

• Albert Bandura - Media Effects

  • The media directly implants ideas into audiences
  • Audiences acquire attitudes, emotional responses and behaviours through modelling
  • Representations of transgressive behaviour leads audiences to imitate the same behaviour
• George Gerbner - Cultivation

  • Exposure to repeated patterns of representations influence how audiences perceive the world
  • Cultivation reinforces dominant mainstream ideologies
• Stuart Hall - Reception

  • Producers encode messages that consumers decode
  • Dominant-hegemonic reading: preferred meaning is accepted by audience
  • Negotiated reading: preferred meaning is acknowledged and adapted by audience to better fit personal contexts
  • Oppositional reading: preferred meaning is not accepted by audience
• Henry Jenkins - Fandom

  • Fans participate in the circulation of textual meanings
  • Textual poaching: fans take elements of a text to create their own texts and culture
• Clay Shirky - End of Audience

  • The internet and digital technologies have had great effect on relationship between the media and individuals
  • Audiences are no longer passive consumers
  • Audiences speak back to producers about their texts
  • Audiences create and share their own content to one another