Media Audience Theorists Flashcards
1
Q
Bulmer and Katz - Uses and Gratifications Theory
A
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2
Q
Stuart Hall - Audience Reception Theory
A
- producers encode meanings into media products and audiences are meant to decode and interpret them and will take 3 different readings to the product
1. Dominant/Preferred Reading - they accept the
3
Q
David Gauntlett - Theory of Identity
A
4
Q
George Gerbner - Cultivation Theory
A
5
Q
Albert Bandura - Social Learning Theory
A
- believes that if we watch media products we will copy and model our behavior on what we see in media products
