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Media Audiences PDF
Media Audiences PDF
o Albert Bandura
o George Gerbner
o Henry Jenkins
o Clay Shirky
o Stuart Hall
You will need to able to apply their theories when you analyse examples.
Albert Bandura – Media Effects theory
If you see something once you can ignore it but if you see
that representation repeated in a number of media sources
you are more likely to believe it.
The development of the new media has accelerated participatory culture, in which
audiences are active and creative participants rather than passive consumers.
They create online communities, produce new creative forms, collaborate to solve
problems, and shape the flow of media. This generates collective intelligence.
From this perspective, convergence is a cultural process rather than a technological one.
Jenkins prefers the term spreadable media to terms such as viral, as the former
emphasises the active, participatory element of the new media.
Shirky – End-of-audience theory
Audience behaviour has changed due to the internet and the ability for audiences to
create their own content at home thanks to the lower cost of technology. This new
audience doesn’t just consume media, but also produces it – creating the term
‘prosumer’.
Amateur content made this way has different values to professional media producers,
in that it promotes a connection between other amateur producers – they both deeply
care about the products they make and can help them work together.
When they work together in this way, audiences can make more content than
producers – Wikipedia is a good example of this.
Hall – Reception theory
People who make media products put ideas in their texts which they expect audiences
to understand. Hall calls this a preferred reading, as this is what the producers of the
text wanted them to understand.
However, each audience is different, so they might understand the text completely
different to what was intended. Hall calls this an oppositional reading.
Finally, if the reading of the text by the audience is somewhere between the two, this
is called a negotiated reading.