audiences theories

media effects- bandura

• the media can implant ideas in the mind of the audience directly

• audiences acquire attitudes, emotional response and new styles of conduct through modelling

• the media representations of transgressive behaviour, like violence or physical aggression, can lead audience members to imitate those forms of behaviour

cultivation theory- Gerber

• exposure to repeated patterns of representation over long periods of time can shape and influence the way in which people perceive the world around them

• cultivation reinforces mainstream values (dominant ideologies)

reception theory- stuart hall

• communication is a process involving encoding by producers and decoding by audiences

• there are three hypothetical positions from which messages and meanings may be decoded

  -the dominant hegemonic position: the encoder’s intended meaning (the preferred reading) is fully understood and accepted

  -the negotiated position: the legitimacy of the encoder’s message is acknowledge in general terms, although the message is adapted or negotiated to better fit the decoder’s own individual experiences or context

  -the oppositional position: the encoder’s message is understood, but the decoder disagrees with it, reading it in a contrary or oppositional way

fandom- jenkins

• fans are active participants in the construction and circulation of textual meanings

• fans appropriate texts and read them in ways that are no fully authorised by the media producers

• fans construct their social and cultural identities through borrowing and inflecting mass culture images,