Audience

Question 1

BANDURA: MEDIA MODELLING EFFECTS
Concept 1 outline

Answer 1

Violent behaviours are learned through modelling

Question 2

BANDURA: MEDIA MODELLING EFFECTS
Concept 1 deeper outline

Answer 2

Social learning can occur as a result of first hand experience

Social learning can also occur as a result of first-hand experience

Social leaning can also occur by watching others’ experiences

Question 3

BANDURA: MEDIA MODELLING EFFECTS
Concept 2 outline

Answer 3

Audiences can copy media representations of negative behaviour

Question 4

BANDURA: MEDIA MODELLING EFFECTS
Concept 2 deeper outline

Answer 4

Representational modelling can have a powerful effect on the behaviours of media audiences

Modelled behaviours by role models and the vivid visual encoding systems of media producers further concentrate the effects of representational modelling

Violence is an endemic feature of media content

Question 5

BANDURA: MEDIA MODELLING EFFECTS
Three theorists who might challenge BANDURA

Answer 5

• Stuart Hall
  -Henry Jenkins
• Geroge Gerbner

Question 6

BANDURA: MEDIA MODELLING EFFECTS
Vs Stuart Hall

Answer 6

Would argue that media products do not produce a cause and effect learning response - audiences decode the media they engage with using contextual knowledge

Question 7

BANDURA: MEDIA MODELLING EFFECTS
Vs Jenkins

Answer 7

Emphasises the positive effects of media consumption - suggesting that the media forges communities and allows audiences to express themselves in positive and creative ways through fan engagement

Question 8

BANDURA: MEDIA MODELLING EFFECTS
Vs George Gerbner

Answer 8

Would argue that the media should not be measured just in terms of of its impact on individual learning behaviours but also on the cummulative effects of mass media consumption wider social attitudes

Question 9

GERBNER: CULTIVATION THEORY
Concept 1 outline

Answer 9

Media products shape attitudes and perceptions of the world at large

Question 10

GERBNER: CULTIVATION THEORY
Concept 1 deeper outline

Answer 10

Storytelling performs an enculturation role helping to shape our attitudes and social values

Mass media has replaced other institutions, most notably religion and education, as the principle constructor of symbolic storytelling

Television has had a homogenising effect on society - we all watch or engage in the same symbolic stories as a result of mass media

Television schedules are saturated with violent content that cultivates a widespread fear in society - ‘mean world syndrome’

The media can produce resonance or mainstreaming effects on audiences

Question 11

GERBNER: CULTIVATION THEORY
Concept 2 outline

Answer 11

Media consumption leads audiences to accept established power structures and mainstream ideologies

Question 12

GERBNER: CULTIVATION THEORY
Concept 2 deeper outline

Answer 12

Mass media narratives create symbolic representations of power that affect our real world view

Mass media products marginalise alternative viewpoints as a result of middle of the road reportage

Question 13

GERBNER: CULTIVATION THEORY
Three theorists who might challenge

Answer 13

• Stuart Hall
• Henry Jenkins
• BANDURA

Question 14

GERBNER: CULTIVATION THEORY
Vs Stuart Hall

Answer 14

Would argue that media products do not produce a cause and effect response - audiences decode the media using contextual knowledge

Question 15

GERBNER: CULTIVATION THEORY
Vs Henry Jenkins

Answer 15

Emphasises the positive effects of media consumption - suggesting that the media forges communities and allows audiences to express themselves in positive and creative ways through fan engagement

Question 16

GERBNER: CULTIVATION THEORY
Vs BANDURA

Answer 16

Would argue that the media directly impacts an individuals behaviour and induces consumers to be violent. Gerbner, in contrast suggests that media consumption prompts an attitudinal rather than behavioural response.

Question 17

STUART HALL: RECEPTION THEORY
Concept 1 outline

Answer 17

Encoding and decoding

Question 18

STUART HALL: RECEPTION THEORY
Concept 1 deeper outline

Answer 18

Professional media encodes messages using visual and aural codes

Media encoding is affected by institutional context, media production processes and genre-driven routines

Media products are polysemic as a result of their use of visual signs

Audiences do not necessarily decode the meanings that media producers effect in a straightforward way

Audiences can misread products id they are too complex or are untranslatable

Question 19

STUART HALL: RECEPTION THEORY
Concept 2 outline

Answer 19

Dominant, Negotiated and oppositional readings

Question 20

STUART HALL: RECEPTION THEORY
Concept 2 deeper outline

Answer 20

Media products reinforce dominant ideologies and cultural hegemonies

Dominant ideologies are subject to change - again, the media plays a crucial role in effecting those changes

Audiences use ‘situated logics’ to decode media messages

Audiences can produce readings of products that accept the dominant ideologies they construct

Audiences can use their contextual knowledge to read against the grain of a media product and to thus produce negotiated or oppositional decodings

Question 21

STUART HALL: RECEPTION THEORY
Three theorists who might disagree

Answer 21

• George Gerbner
• BANDURA
• David Gauntlett

Question 22

STUART HALL: RECEPTION THEORY
Vs Gerbner

Answer 22

Would suggest that audiences find it difficult to resist the effects of media products.

Gerbner mainstreaming theory would suggest that even the least susceptible aufience members experience attitudinal change as a result of media exposure

Question 23

STUART HALL: RECEPTION THEORY
Vs BANDURA

Answer 23

His bobo doll experiments would suggest that the media has a casual effect on audience behaviours and prompts audiences to copy behaviours they have seen in the media

Question 24

STUART HALL: RECEPTION THEORY
Vs Gauntlett

Answer 24

Would argue that media products do not necessarily reinforce cultural hegemonies.

Contemporary media products offer a wide range of identities and subversions that often work in opposition to dominant ideologies

Question 25

JENKINS: FANDOM Concept 1 outline

Answer 25

Fans appropriate media texts, produce readings that are not fully authorised by media producers

Question 26

JENKINS: FANDOM Concept 1 deeper outline

Answer 26

Jenkins suggests that audiences are able to use professional texts as ‘creative scaffolding’ on which they craft their own readings of products Textual poaching can be used by marginalised fans to explore alternative readings to mainstream culture Textual poaching in the digital age can take many forms including fan fiction, remix culture, fan art or video parodies

Question 27

JENKINS: FANDOM Concept 2 outline

Answer 27

Fans and media makers have converged as a result of digital technology

Question 28

JENKINS: FANDOM Concept 2 deeper outline

Answer 28

Digital technologies have brought audiences and producers together The digital revolution has expanded the scope of fandoms Producers use their fans’ digital labour to promote and market media Contemporary media producers deliberately construct material to engage fan interest

Question 29

JENKINS: FANDOM Concept 3 outline

Answer 29

Fans use participatory culture to effect wider social change

Question 30

JENKINS: FANDOM Concept 3 deeper outline

Answer 30

Participatory culture is distinctly different from the commercial activities of Web 2.0 Participatory culture allows individuals to share and develop ideas with like-minded community Participatory culture can create social change

Question 31

JENKINS: FANDOM Three theorists who might challenge

Answer 31

- Curran and seaton - HESMONDHALGH - Livingstone and Lunt

Question 32

JENKINS: FANDOM Vs Curran and seaton

Answer 32

Argue that the internet is dominated by an oligopoly of commercial companies thus minimising the potential effects of participatory

Question 33

JENKINS: FANDOM Vs HESMONDHALGH

Answer 33

Might agree that the internet has resulted in audience-producer convergence, but would argue that the media industry is still heavily reliant upon traditional marketing activities to reduce product risk Media makers might engage in fan-based listening activities to construct or adapt products, but formulaic product design (using genre codes) remains a consistent focus of product content

Question 34

JENKINS: FANDOM Vs Livingstone and Lunt

Answer 34

Suggest that the global nature of the net and the volume of material uploaded make effective regulation very difficult. New technology might open the media to democratising forces and the devolpment of new communities, but it is also open to potential abuse

Question 35

SHIRKY: END OF AUDIENCE Concept 1 outline

Answer 35

Everybody makes the media

Question 36

SHIRKY: END OF AUDIENCE Concept 1 deeper outline

Answer 36

Shirky highlights the revolutionary impact of digital technology in speeding up media production processes Media consumption patterns have changed from a broadcast model that involves one sender and many recipients to many to many model Traditional media, Shirky argues, uses a ‘filter then publish’ model to provide quality content Shirky suggests that the internet has resulted in a ‘publish now, filter later’ model due to lower production costs and reduced entry barriers to media production

Question 37

SHIRKY: END OF AUDIENCE Concept 2 deeper outline

Answer 37

Audiences actively shape their own rules of engagement with professional media products Digital technologies have resulted in an explosion of what Shirky calls ‘communities of practice’

Question 38

SHIRKY: END OF AUDIENCE Two theorists who might challenge

Answer 38

- Curran and seaton - HESMONDHALGH

Question 39

SHIRKY: END OF AUDIENCE Vs Curran and seaton

Answer 39

Argue that the internet confuses to be dominated by an oligopoly of commercial companies

Question 40

SHIRKY: END OF AUDIENCE VS HESMONDHALGH

Answer 40

Might agree that the internet has resulted in audience - producer convergence, but would argue that the media industry is still heavily reliant upon traditional marketing activities to reduce potential risk