Audience Theorists

Question 1

What is Clay Shirkys ‘end of audience’ theory?

Answer 1

Audiences
We are now more likely to use the internet and other technologies to respond to texts including creating our own
We have now become an active audience and creating our own pieces of media

Question 2

What is George Gerbners cultivation theory?

Answer 2

Audiences
The more we see the same representations and messages the more we believe they are true.
Exposure of repeated patterns of representation

Question 3

What is Stuart Halls Reception theory?

Answer 3

Audiences
Producers want audiences to respond in a particular way to a text. Some audiences do (preffered reading), some audiences don’t (oppositional reading) and some are in the middle (negotiated reading)

Question 4

What is meant by preferred reading

Answer 4

Stuart Hall
The producers intended message

Question 5

What is meant by oppositional reading

Answer 5

Stuart hall
When the audience disagrees with the preferred reading

Question 6

What is meant by negotiated reading?

Answer 6

Stuart hall
When the audience understand the message but adapt it to suit their own values