Audience

Question 1

Gerbner’s cultivation theory

Answer 1

Media products cultivate audiences into widespread beliefs
Passive audiences are massively influenced by dominant ideologies of the time
Media often create a fictional narrative and characterises social groups to align with their ideology

Question 2

Stuart Halls reception theory

Answer 2

Believes media and stereotypes are constructed, rather than mirrors of society
Categorises audience into three sections: preferred, negotiated and oppositional because not everyone will adopt the hegemonic reading of a media text, supports his idea that audiences are active rather than passive

Question 3

Henry Jenkins

Answer 3

The internet and digital tools have encouraged participatory culture, where audiences can participate in shaping and influencing media products

Question 4

Bandura

Answer 4

Based on the 1961 experiment where adults attacked bobo the doll and children mimicked the behaviour.
Argues that people mimic the actions they see in the media

Question 5

Clay Shirky end of audience

Answer 5

Producers need to understand that audiences are more active now due to Web 2.0 and require talk back.
The two way conversation between audiences and producers is essential to the survival of the product