audiences

media effects - Bandura

• Bobo doll experiment

• children would copy adults behaviour

• believed watching violent content would result in violent behaviour

• FLAW: children just doing what they thought adults wanted them to do

• FLAW: doll not a real person

cultivation theory - Gerbner

• media tends to repeat representations so it becomes belief for real life

• mean world syndrome

• can change the dominate ideologies of society

reception theory - Stuart Hall

• media products are encoded with ideas from producers

• done through characters, stories, representations

• hope audiences can decode that message and take away preferred reading

• audiences not all the same, some may take oppositional reading (not taking preferred reading on board)

• or negotiated reading (accept some of the preferred reading but not all of it)

Fandom theory - Jenkins

• audiences play key role in production of products

• textual poaching - audiences taking a media product and remaking or reworking it to create their own meaning

• fans are important weather it messaging content creators with video ideas, telling others about your fav show to spread word, conventions, cosplay, fanfiction🤨

'end of audience’ theory - Shirky

• no long a thing as passive audiences, now more active audiences

• due to technology allowing us to be more interactive

• audiences like to ‘speak back’ to producers, now with twitter, tik tok people are more able to give input

uses and gratifications

• tries to explain why audiences might choose a media product

  • relatability - audiences can identify with product making them like it more

  • entertainment - want something to get away from boring everyday life/ escape

  • education - something we can learn from the product, movie with a message or new

  • social interaction - building personal relationships with other fans or games meeting new people or vlogger

• media product can offer more that one aspect to audiences, making it more popular