Component 2 | Section B: Audiences Key Theories & Application

Jenkins | Participatory Culture Theory

Audiences actively engage with media, create content, and share it (not passive consumers).

How to Apply Participatory Culture Theory to Barbie & Iron Claw

• Barbie (2023) TikTok trends & AI Selfie Generator allowed fans to create and share content.

• The Iron Claw (2023) gained traction on Letterboxd & Reddit, where fans discussed the film and created memes.

Shirky | End of Audience

Traditional passive audiences are gone. People now curate their own media using social media & streaming.

How to Apply Barbie & Iron Claw to End of Audience Theory

• Barbie (2023) spread through TikTok challenges, viral memes, and audience-created content instead of traditional ads.

• The Iron Claw (2023) relied on Reddit and Letterboxd word-of-mouth instead of mainstream promotion.

Katz & Blumler | Uses & Gratifications

People consume media for entertainment, identity, interaction, or escapism.

How to Apply Uses & Gratification Theory to Case Studies

• Barbie (2023) was watched for fun, nostalgia, and feminist themes.

• The Iron Claw (2023) appealed to wrestling fans for its realism and drama, while others watched for emotional storytelling.

Stuart Hall | Reception Theory

Audiences interpret media differently based on personal experiences.

How to Apply Reception Theory to Case Studies

• Barbie (2023) was seen as empowering by feminist audiences but criticised by some for being "too political."

• The Iron Claw (2023) was praised by wrestling fans for its authenticity, but some casual viewers found it too niche.

Bandura | Media Effect Theory

Bandura believed that people, especially children, learn by watching others — including characters in media. If someone sees behaviour (like violence or kindness) being rewarded on screen, they may copy it in real life. This is called observational learning.

Media Effect Theory application to Barbie & Iron Claw

• Barbie shows empowered female characters and themes of self-discovery. According to Bandura, audiences—especially young girls—may observe and imitate these behaviours, like speaking up, challenging stereotypes, or embracing individuality. Positive role-modelling could influence real-life attitudes.

• The film shows intense emotional trauma, toxic masculinity, and mental health struggles. Bandura’s theory suggests audiences could be affected by observing harmful behaviours, especially if not clearly condemned (e.g. emotional repression, pushing through pain). However, it also encourages reflection and awareness around these issues.