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Stuart Hall’s reception theory:
Producers encode, audiences decode.
Often there are 3 readings:
Preferred Reading: They agree with the producers.
Negotiated Reading: They partially agree.
Oppositional Reading: They disagree entirely and see their own meaning.
Albert Bandura’s media effects theory:
Audiences can be influenced by media products which can lead to copy cat behaviour.
Example: watching a violent film can make someone act in a violent manner.
George Gerbner’s cultivation theory:
When people are constantly exposed to ideas and values in media products, their thoughts and feelings change to reflect them.
Blumer and Katz’s uses & gratification theory:
Our basal needs, such as social connection and self-esteem, are gratified by the media. There are 4 primary needs that the audience can satisfy with the media.
Surveillance/seeking information – texts used to learn more about the world or a specific topic.
Personal identity – texts which reinforce your own values or beliefs, especially about your identity.
Personal relationships – texts which make you feel as if you know the characters, TV hosts, celebrities, etc. Or through real social life as we watch certain shows/films just because others are talking about them.
Diversion – using media to pass the time, blow off steam, etc. Escapism.
Henry Jenkin’s fandom theory:
Fans enjoy media texts so much that they create content based upon the text and form communities around it.
Even easier as a result of the internet and social media.
Clay Shirky’s end of audience theory:
Audience behaviour has changed due to the internet and the ability for audiences to create their own content at home thanks to the lower cost of technology.
This new audience doesn’t just consume media, but also produces it. They become co-creators.
