Audiences Flashcards
(10 cards)
What is Stuart Hall’s Reception Theory?
Producers encode meaning in texts, but audiences decode them in different ways.
What are the three types of audience readings in Hall’s theory?
Preferred (accepts meaning), Negotiated (partly agrees), Oppositional (rejects meaning).
What does George Gerbner’s Cultivation Theory suggest?
Long-term exposure to TV shapes perceptions of reality, potentially causing “mean world syndrome.”
What is “mean world syndrome”?
The belief that the world is more dangerous than it really is, due to repeated media exposure.
What does Albert Bandura’s Media Effects theory claim?
Audiences may imitate behaviours seen in media, especially when rewarded.
Why is Bandura’s theory often linked to concerns over media violence?
Because it suggests media can influence antisocial or violent behaviour, particularly in children.
What does Henry Jenkins say about fandom?
Fans are active participants who remix and share content, forming communities.
What is textual poaching in Jenkins’ theory?
When fans take elements of a media text and rework them for their own use.
What does Clay Shirky mean by “End of Audience”?
Audiences are no longer passive; they now create, share, and interact with media.
How has the internet changed audience behaviour, according to Shirky?
It has made media a two-way process where audiences also become producers.
