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THEORISTS - Coggle Diagram
THEORISTS
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AUDIENCE
Stuart Hall
Communication is a process involving encoding by producers and decoding by audiences. Producers want the audience to have a specific response to a text.
There are three positions which the messages and meanings can be decoded. Preferred meaning which is where the audience agree with the producers intended meaning. The negotiated reading which is when the audience understand the message but adapt it to suit their own values. The oppositional reading which is where the audience disagrees completely with the producers’ intended message.
George Gerbner
Exposure to repeated patterns of representation over long periods of time can shape and influence the way people perceive the world around them.
The more of the same representation in the media, the more the audience will believe they are true. He also came up with the idea of dominant ideologies - cultivation reinforces mainstream values.
Albert Bandura
The media can implant ideas in the mind of the audience directly. He also came up with the idea that audiences acquire attitudes, emotional responses and new styles of conduct through modelling.
He believed that media representations of transgressive behaviour (violence, physical aggression etc) can lead audiences to mimic those forms of behaviour; this is a theory that is contested.
Henry Jenkins
Fans are active participants in construction and circulation of contextual meanings. Fans appropriate texts and read them in ways which aren’t fully authorised by the media producers this is also known as ‘textual poaching’.
The internet has allowed fans to gather and create their own texts and easily share their work; instead of just consuming the texts, audiences are creating them.
Clay Shirky
The internet and digital technologies have had a profound effect on the relations between media and individuals. We are now more likely to use the internet and other technologies to respond to and create texts.
Media consumes have now become producers who ‘speak back to’ the media in various ways, as well as creating and sharing content with one another.
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