Audience Theorists
Clay Shirky's End of Audience Theory: There is no longer a passive audience and we are now active audiences due to the advancements of technology Technology has expected us to be productive (share, comment), otherwise audience isn't interested Audiences speak back to producers- tell them what we like (equality of power) Henry Jenkins Fandom Theory: Audiences are important to the media- they play a key role (share ideas, commenting/tag friends, fans) Textual poaching- Audiences remaking a media product to create their own meaning- Fan fiction, fan reviews etc Improvement in technology has made us create our own media content Audiences can become journalists (filming events on our phones etc) Albert Bandura's media effects theory(Bobo doll): Children would copy behaviour they saw, in particular violent behaviour. Flaw- Children showed behaviour on the doll aggressively which doesn't necessarily mean they would do that to a real person Media have pressure to show 'co