Audience theories

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.