Audience theories

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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. ​

2
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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.​

3
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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.​

4
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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.

5
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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.

6
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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.

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