Media Studies - Audience Theories

Albert Bandura suggested that the media can influence people directly - human behavior and values can be altered directly by media modelling. Media representations of aggressive/violent behavior can lead to imitation. The media may influence directly or by social networks. Bandura's 'Bobo Doll Experiment' proved this.

George Gerbner suggested that exposure to television over long periods of time can cultivate standardized roles and behaviors. Gerbner used content analysis to analyse repeated media messages and values. Heavy users of TV were more likely to develop 'mean world syndrome' - a cynical mistrusting attitude towards others. He also found that heavy TV use led to meanstreaming - a common, moderate view on the world.

Stuart Hall suggests that his 'encoding-decoding' model argued that the media encode 'preferred meanings' in their texts and these texts can be read differently - dominant-hegemonic, negotiated position or oppositional reading.

Consumers/viewers unquestioningly accept the text/message that the producers are transmitting to them. Viewer identifies with presented content and position.

A reading in which the viewer accepts some of the hegemonic meanings, but also recognizes some exceptions.

A reading in which the viewer correctly decodes the denotational and connotational meanings of a text, but challenges it from an oppositional perspective.

Henry Jenkins suggests that fans act as 'textual poachers' - taking elements from media texts to create their own culture. The development of new media has created active and creative participants, rather than passive consumers. They create online communities and new creative forms and shape the flow of media.

Clay Shirky suggests that in the new media, every consumer is now a producer. Traditional media would 'filter then publish' whereas now, things are 'published then filtered'. User generated content creates emotional connection between people who care about something. For example, wikipedia, and unpaid way to spend your free time editing and producing.