AUDIENCES
Media effects - Albert Bandura
the idea that the media can implant ideas in the mind of the audience directly
the idea that audiences acquire attitudes, emotional responses and new styles of conduct through modelling
the idea that media representations of transgressive behaviour, such as violence or physical aggression, can lead audience members to imitate those forms of behaviour.
Cultivation theory - George Gerbner
the idea that exposure to repeated patterns of representation over long periods of time can shape and influence the way in which people perceive the world around them (i.e. cultivating particular views and opinions)
the idea that cultivation reinforces mainstream values (dominant ideologies).
Reception theory - Stuart Hall
the idea that communication is a process involving encoding by producers and decoding by audiences
the idea that there are three hypothetical positions from which messages and meanings may be decoded:
i. the dominant-hegemonic position: the encoder’s intended meaning (the preferred reading) is fully understood and accepted
ii. the negotiated position: the legitimacy of the encoder’s message is acknowledged in general terms, although the message is adapted or negotiated to better fit the decoder’s own individual experiences or context
iii. the oppositional position: the encoder’s message is understood, but the decoder disagrees with it, reading it in a contrary or oppositional way.
Media effects - Albert Bandura
the idea that the media can implant ideas in the mind of the audience directly
the idea that audiences acquire attitudes, emotional responses and new styles of conduct through modelling
the idea that media representations of transgressive behaviour, such as violence or physical aggression, can lead audience members to imitate those forms of behaviour.
Cultivation theory - George Gerbner
the idea that exposure to repeated patterns of representation over long periods of time can shape and influence the way in which people perceive the world around them (i.e. cultivating particular views and opinions)
the idea that cultivation reinforces mainstream values (dominant ideologies).
Reception theory - Stuart Hall
the idea that communication is a process involving encoding by producers and decoding by audiences
the idea that there are three hypothetical positions from which messages and meanings may be decoded:
i. the dominant-hegemonic position: the encoder’s intended meaning (the preferred reading) is fully understood and accepted
ii. the negotiated position: the legitimacy of the encoder’s message is acknowledged in general terms, although the message is adapted or negotiated to better fit the decoder’s own individual experiences or context
iii. the oppositional position: the encoder’s message is understood, but the decoder disagrees with it, reading it in a contrary or oppositional way.